An innovative Unilever digital effort, aimed at lighting up “media dark” rural Indian populations via mobile, has been crowned the world’s best marketing campaign by global marketing intelligence service Warc.
Unilever’s ‘Kan Khajura Tesan’ campaign developed by Lowe Lintas and PHD India served media starved rural regions with a mobile channel, interwoven with advertising, music, jokes and Bollywood content. The channel reached the mobile strong, TV weak region, gaining 12m followers in less than 10 months – at a cost per contact of less than four cents.
“Kan Khajura Tesan is a great example of creating branded content using an unconventional medium. It has allowed us to build a platform that creates a two way connection between brands and consumers,” said Priya Nair, executive director, homecare, at Hindustan Unilever.
Elsewhere, the annual survey awarded second place to the “Real Beauty Sketches,” Dove campaign. The US was the top-ranked nation, with 23 of the top 100 campaigns coming from its shores. The UK featured second, followed by Australia.
The annual list of the world’s best campaigns, agencies and brands, named Coca-Cola the world’s top brand, with McDonald’s in second place and Mercedes-Benz in third.