‘Kan Khajura’, an innovative campaign by PHD India and Lowe and Partners for Hindustan Unilever, has won the Grand Prix at the 2014 Warc Asia Strategy Awards. The campaign also won Gold and the Asia First Special Award at the ceremony held in Singapore last night.
Commenting on the win, Freddy Bharucha, chief marketing officer of Proctor and Gamble Asia and Chairman of the Judges for the 2014 prize said “The Kan Khajura paper was a clear winner. It started with the consumer. How do you reach and engage a consumer who does not see most of the media out there? The results were very strong, but it all started with a rich media insight that led to the creation of a media platform”.
The campaign, which PHD picked up two Gold Cannes Lions awards for earlier this year, saw Hindustan Unilever set up a mobile platform based on missed calls; consumers phoned a number to receive a call back and heard 15 minutes of entertainment content interspersed with ads for the company’s brands. The service garnered 24 million calls and 8 million unique users in six months.
The Warc Prize for Asian Strategy is Asia’s leading competition recognising great strategic thinking in marketing. 2014 marks the Prize’s fourth year. The US$10,000 cash prize is free to enter and will be awarded to the case study that demonstrates the best strategic thinking in the region.
For the full list of winners, click here