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Tag: Kan Khajura Tesan

  • Kan Khajura Tesan wins Grand Prix WARC Prize for Asian Strategy

    Kan Khajura Tesan wins Grand Prix WARC Prize for Asian Strategy

    MUMBAI: About a month ago, Lowe Lintas + Partners had achieved an incredible feat of India’s best performance yet at the zenith of strategy awards in the world – the 4A’s Jay Chiat Awards in Chicago, with a silver and a bronze. The recognition goes further now with the agency bagging the top honour at another platform that recognises strategic excellence just as widely in Asia – The WARC Prize for Asian Strategy 2014.

    The fourth edition of The WARC Prize for Asian Strategy that was held in Singapore last night, saw the agency’s work on ‘KKT – From the ‘dark’ to connectivity’ bag the all-important Grand Prix for Best Strategy. KKT is an initiative for Hindustan Unilever developed by Lowe Lintas + Partners with media partner PHD.

    In another first for WARC, KKT was also conferred with the ‘Asia First Special Award’, for insight the rest of the world can learn from.

     As an awards platform, WARC Prize for Asian Strategy easily is a class apart from the others on numerous counts. Some of these include:

    –          Run by the World Advertising and Research Council, it is Asia’s leading platform that recognises great strategic thinking in marketing

    –          The award is open for all countries across the Asia Pacific region

    –          This year, it received over 180 entries, a record high for the competition

    –          The 40 that made the shortlist came from 11 countries, and from a mix of major networks and local independents

    –          The judging panel comprised of senior client-side marketers and agency experts that gave away a total of 19 awards

     Sharing his excitement on the news, Joseph George, CEO, Lowe Lintas + Partners India said, “KKT is a true innovation where a business problem was addressed with a platformic solution. The recognition it continues to amass at a global scale is a great testament to Lowe Lintas’ culture of creative effectiveness. The first Grand Prix for India at WARC makes it a little more sweeter.”

     For Anaheeta Goenka and Deepa Geethakrishnan, the team from Lowe Lintas + Partners that led the KKT initiative, the awards are a reiteration of the fact that no matter how small or simple an idea be, the true measure of its success is the change it brings about in the marketplace. Sharing their thoughts, they said, “This win is a crucial milestone of the global journey of creative effectiveness for Kan Khajura Tesan. From Europe to the US to now Asia. The WARC win further demonstrates that ‘solving real problems for real people’ is what the industry celebrates, in any part of the world. We are humbled and delighted by the honour conferred on us, by some of the best in the world.”

     With over 30 wins so far including World Mobile Congress, Cannes Lions, Jay Chiat and Spikes Asia so far, KKT is already among the most awarded ideas in the world on creativity and effectiveness this year.

     KKT is a ‘mobile radio’, that provides free entertainment to people in the ‘media dark’ regions of Bihar, Uttar Pradesh (UP) and Jharkhand, India’s Hindi- and Bhojpuri-speaking belt. The content is provided to the mobile user for FREE when (s)he gives a “missed call” to a designated number. The content is interspersed with ads for several brands of HUL.

     After the initial success in these regions, KKT continues to grow and expand to more regions of the country and is on its way to becoming the largest company-owned medium in the country.

     

  • JWT’s ‘Make Every Yard Count’ leads at Spike Asia

    JWT’s ‘Make Every Yard Count’ leads at Spike Asia

    MUMBAI: At the Spikes Asia Festival of Creativity 2014, Indian entrants won four Gold, nine Silver and 32 Bronze Spikes. JWT India’s ‘Make Every Yard Count’ for Nike bagged two Golds, one each in the Film and Film Craft categories. Bagging two Gold, two Silver and five Bronze Spike trophies, JWT emerged as the winner amongst the Indian entrants, this year.

     

    PHD India and Lowe Lintas received a Gold each for Kan Khajura Tesan (HUL), in the media and mobile categories, respectively. Ogilvy & Mather India bagged a trophy for its entry ‘The Good Road’, for Castrol Activ/Bengaluru Traffic Police in the Innovation Spikes category.  

     

    The winners were declared in Singapore on 26 September, the final day of this year’s event. The Indian winners are listed below, by category.

     

    Branded Entertainment

     

    Two Bronze Spikes were won by JWT’s ‘Make Every Yard Counts’ for Nike and ‘Kan Khajura Tesan’ entered by Lowe Lintas, PHD and Ozontel, for Hindustan Unilever.

     

    Design

     

    Two Bronze wins again. One by DDB Mudra’s campaign ‘Identity 1, Identity 2’ for Volkswagen and the other by BBDO India for Visa’s ‘Dream2Advance’.

     

    Digital

     

    Ogilvy & Mather bagged a Silver Spike for The Akanksha Foundation’s ‘Message Barter’.

     

    Direct

     

    Ogilvy & Mather’s ‘Message Barter’ received a Silver along with Visa’s ‘Dream2Advace’ by BBDO taking the count to two Silvers.

     

    McCann Worldgroup India and Cheil Worldwide India won two Bronze awards each for ‘Share my dabba’ and ‘The Light Bag’ respectively. Havas Worldwide India also bagged a Bronze for ‘No Child Brides’, for Child Survival India.

     

    Film

     

    JWT’s ‘Make Every Yard Count’ for Nike received a Gold while Bronze went to Ogilvy & Mather for ‘Google Reunion’.

     

    Film Craft

     

    Besides a Gold, ‘Make Every Yard Count’ for Nike by JWT also acquired two Silver trophies.

     

    BBH India won two Bronze Spikes, one each for Skoda India’s ‘Hydrant’ and ‘A Family Story’.

     

    Innovation

     

    Ogilvy & Mather secured one for ‘The Good Road’ campaign for Castrol Activ/Bangalore Traffic Police.

     

    Media

     

    PHD India landed a Gold and a Silver for Kan Khajura Tesan (HUL).

     

    22Feet Tribal Worldwide earned a Bronze for ‘Push the Pin’, for Tata Global Beverages (Media agency: Maxus Bengaluru).

     

    Cheil India collected a Bronze for work on Halonix – the entry ‘The Safer City’.

     

    McCann scooped a Bronze for ‘Share My Dabba’. 

     

    Vizeum’s entry for MTV also took home a Bronze trophy.

     

    Mobile

     

    Kan Khajura Tesan entered by Lowe Lintas and Partners in this category bagged a Gold award.

     

    Outdoor

     

    Grey received two Bronze awards for work on Duracell – one for the entry Torch ‘Squeeze’ entry, and the other for the campaign (Choo-Choo, Remote Control, Camera)

     

    McCann won a Bronze for the campaign on Big Babol (Tangerine, Mango, Pear).

     

    JWT’s campaign for Godrej Security Solutions (House, Antique Store, Music Store) also secured a Bronze. 

     

    Cheil India received a Bronze for ‘The Light Bag’, for Salam Balak Trust.

     

    PR

     

    Ogilvy & Mather acquired two Silver – one each for The Akanksha Foundation (Message Barter) and Road Safety Awareness (The Seatbelt Crew, for Channel V).

     

    BBDO obtained a Silver too, for ‘Illegal Sand Mining’ for client Awaaz Foundation.

     

    Print

     

    McCann won one Bronze for its Big Babol series, while Grey bagged one for the Duracell campaign. 

     

    A Bronze went to DDB Mudra Group for work on Future Group, a campaign comprising entries ‘TV Unit’ and ‘Dining Table’ for Hometown Retail.

     

    Print & Poster Craft

     

    DDB Mudra bagged a Bronze in this category for its campaign for Volkswagen (Identity1, Identity2).

     

    Promo & Activation

     

    JWT received three Bronze for the Nike ‘Make Every Yard Count’ film.

     

    BBDO’s ‘Dream2win’ won two Bronze awards. 

     

    Geometry Global was awarded one Bronze for Lifebuoy Hand Pump (HUL).

     

    Radio

     

    Ogilvy & Mather acquired a Bronze for Mumbai Police’s ‘The Train’ entry, India’s lone metal in the category. 

     

  • Give a missed call and join HUL’s fight against corruption

    Give a missed call and join HUL’s fight against corruption

    MUMBAI: In 2011, when Anna Hazare led the anti-corruption movement along with the likes of Kiran Bedi, Arvind Kejriwal, the country fed up of the ailment joined in the momentum as well.

     

    People, especially youngsters, wanting a better India, didn’t hesitate to step out of their comfort zone and take the matter in their hands.

     

    Be it a metro or a small village, corruption can be seen everywhere. This anti-social element is not only killing India’s value system, ethical codes and moral chains but also the economy. To counter it, many including brands are doing their bit to change the system.

     

    Hindustan Unilever’s (HUL) Cannes Lions winner, Kan Khajura Tesan, has undertaken an initiative that will take the fight against corruption to every Indian’s doorstep. Since the issue strikes a chord with every Indian, the anticipated response might go on to create a world record.

     

    This independence day week, Kan Khajura Tesan aims to set a world record by getting as many missed calls as possible in 120 hours from the people of India on its toll free number 1800-30-000-123. To pledge against corruption, the audience has to give a missed call on the number from their mobile phones. In return, Kan Khajura Tesan will donate Re 1 for every 100 missed calls received between 13 August and 17 August to the National Anti Corruption Investigation Bureau. Once the consumer gives a missed call to Kan Khajura Tesan, in a few seconds the consumer will receive a call back from the channel to confirm their participation in the endeavour to set a world record along with 20 minutes of free entertainment.

     

    Hindustan Unilever vice president Priya Nair said, “Kan Khajura Tesan is one of India’s biggest, free and on-demand radio channels with over 1.4 crore subscribers and more than 25 crore minutes of radio engagement. With this initiative, we want to use this powerful platform to drive a social change. The initiative of pledging against corruption has never been attempted at this level anywhere in the world yet, and with the support of Indians we want to create a record of which every Indian can be proud.”

     

    Kan Khajura Tesan, the country’s first free and on-demand entertainment mobile radio channel owned by HUL was launched in October 2013 in Bihar and Jharkhand and the service was expanded in August 2014 across Uttar Pradesh, Uttarakhand, Madhya Pradesh, Chhattisgarh, Himachal Pradesh, Haryana, Punjab, Rajasthan, Gujarat and Maharashtra.

  • Is there a market for advertising on feature phones?

    Is there a market for advertising on feature phones?

    MUMBAI: When HUL’s ‘Kan Khajura Tesan’ campaign came back home with a Gold Lion in the mobile category from Cannes this year, it took the whole industry by surprise.

     

    The campaign rolled out by the FMCG giant was an effort to reach out to the media dark areas. ‘The Kan Khajura Station’ a 15 minute free, on-demand, entertainment channel was a service where people could give a missed call and then get entertained for free.

     

    The brand created a new media through a rudimentary mobile phone that brought people out of media darkness and connected them with the world. According to the brand, the activity was done at a cost of Rs 6 per person. This campaign was executed in Bihar and Jharkhand.

     

    This is not the first time that the country’s largest consumer good company had executed a campaign for people with feature phones in the country. It can be recalled, couple of years back the company’s detergent brand Active Wheel had also used missed call as an advertising inventory to catch the attention of consumers in UP and Bihar.

     

    Further to this, the company is now collaborating with local grocery shops and is working on making custom-made caller tune as part of a new marketing initiative. This means that when a consumer calls up the shop to place an order he/she will be informed about various promotions and offers on the various brands from the house of HUL. According to economic times, HUL has piloted this initiated in Mumbai and Delhi.

     

    If studies by International Data Corporation (IDC) are to be believed feature phones still hold over 70 per cent of the Indian mobile market. Experts in the space are optimistic that the scenario will change the game. A recent IDC report mentions that India is the fastest-growing market in Asia-Pacific, with a year-on-year smartphone shipment growth of over 186 per cent in 1Q 2014.

     

    Is there still a market for advertising on feature phones in country where smartphones are growing exponentially?

     

    Digital Quotient COO Vinish Kathuria believes there is a lot of scope of exploring this market. According to him, advertising opportunities on feature phones revolve around text and banner ads on WAP sites, IVR based outreach and SMS and missed call strategies which are being used interestingly even today by many big brands.

     

    Out these advertising options, missed call as tool looks to be promising to many other experts. In a recent development, Facebook announced that it has introduced missed call inventory to boost its advertising revenues in India that counts for the second largest user base for it.

     

    This advertising tool will allow mobile phone users to click a button that calls an advertiser, immediately hangs up and then receives a return call. The return call delivers pre-recorded audio messages about everything from sponsored cricket scores to information about shopping discounts, minimizing data charges for the user.

     

    The social networking site has partnered with ZipDial for this. In early tests of the missed call ads by L’Oreal-owned haircare product Garnier Men, the ads led to a 2.5 times year-on-year increase in online sales, according to Facebook.

     

    When asked how different is it to execute an advertising campaign on feature phone than on a smartphone, ZipDial founder and CEO Valerie R Wagoner mentions, “We don’t believe in thinking of it as advertising on feature phones but rather advertising to consumers who have feature phones.”

     

    Wagoner thinks media activations with these set of mobiles can deliver great results.  She is of the opinion that every media whether print, television, outdoor, or even digital ads should have a mobile call-to-action to make it interactive and to drive ongoing engagement with consumers in a targeted and personalised way.

     

    “While a QR Code is relevant to less than 1 per cent of mobile consumers in India, a missed call is the easiest thing that anyone could do from any phone,” adds Wagoner.

     

    She informs that ZipDial is collaborating with Unilever to work on expanding this success globally across emerging markets.

     

    Apart from this the cost is minimalistic. Running a campaign on feature phones might cost a brand anywhere between Rs 3 to 6 lakhs mentions a senior media planner.

     

    The Roadblocks

     

    Having said that, thought there is a huge opportunity in using mobile as a broadcast channel to directly reach consumers, it has to be done very carefully, especially for consumers on feature phones.

     

    “Advertising potential is significantly lower on feature phones because of two main reasons. One is the limited screen size and phone’s processing makes it harder to offer plethora of multi media advertising options. Two, availability of apps and usage of it are significantly lower. So, in-app advertising, one of the biggest mobile advertising categories, is almost non-existent,” says Kathuria.

     

    Brands should never spam users. Wagoner states, “Blasting SMS or voice calls can be extremely intrusive. However, SMS and voice Calls are a very powerful tool when you use them in combination with protecting consumer privacy. For example, standard industry response rates to generic push SMS blasts are around 0.1-0.2 per cent. However, response rates to SMS sent to ZipDial followers are between 9-56 per cent because users give permission and are in control of the content they receive.”

     

    It is extremely necessary to have personalised experience which targets the right message to the right consumer at the right time that will successfully lead to behavioural change, conversions and business impact across this segment.

     

    ”The difference is that there are thousands of companies designing for smartphones (especially companies in the West and developed markets), and there are very few innovative companies designing and building good advertising technology for emerging markets,” concludes Wagoner.

     

  • Cannes Lions 2014: Will JWT, Lowe, McCann steal the show?

    Cannes Lions 2014: Will JWT, Lowe, McCann steal the show?

    MUMBAI: Of the seven Indian entries shortlisted in Film Craft and Brand Content & Entertainment Lions four are of JWT India’s Nike campaign.

     

    Titled ‘Make every yard count’ has been qualified for the finals in these categories. The campaign has also been shortlisted in the Film Lions category under two subcategories – Editing and Sound Design.

     

    In the Branded Content & Entertainment Lions category Lowe and Partner’s work for HUL has been shortlisted.  ‘Kan Khajura Tesan’ was an effort to reach out to the media dark areas. It has also been shortlisted in the Integrated Lions category.  The entry has already bagged a Gold in the Mobile Lions category.

     

    McCann Worldgroup’s ‘Share My Dabba’ campaign which has grabbed two Silver Lions in the Direct Lions has made it to the Titanium category shortlist.

     

    The work was for Happy Life Welfare with the help of Dabbawala Foundation and aimed to feed street kids grabbed the attention of not only India’s Human Resource Minister but also inspired many other lunch services to take the initiative forward.

     

    India currently has 22 Lions in its kitty. 

     

    However, as Cannes Lions 2014 nears to the closure, will India’s entries add to the final wining tally? We will have to wait and watch.

  • Cannes Lions 2014: HUL’s ‘Kan Khajura Tesan’ campaign brings glory to India!

    Cannes Lions 2014: HUL’s ‘Kan Khajura Tesan’ campaign brings glory to India!

    MUMBAI: While there have been many discussions around the reach and effectiveness of mobile in the marketing eco-system, not many brands have captivated this platform for impressive communication.

    Looks like it’s time to rethink. HUL has gone ahead to prove that mobile marketing in India too can create a lot of noise. ‘Kan Khajura Tesan,’ a campaign rolled out by HUL was an effort to reach out to the media dark areas. ‘The Kan Khajura Station’ a 15 minute free, on-demand, entertainment channel introduced by HUL was a service where people could call and get entertained for free.

    The brand created a new media through a rudimentary mobile phone that brought people out of media darkness and connected them with the world. According to the brand, this activity was done at a cost of under 4 US cents per person. This campaign was executed in Bihar and Jharkhand. 

    Click here to watch the campaign…

    This particular work bagged a Gold in Mobile Lions category at Cannes this year. This is the first time an Indian mobile marketing campaign has received a Lion in this category. Introduced in 2012, the mobile category rewards the best creative work which lives on or is activated by a mobile device, app or mobile web.

    The creative agency for this campaign was Lowe and Partners, India, while PHD India was the media agency. Lowe and Lintas which submitted this work under the Mobile Lions got a Gold.  

    It can be noted that for this campaign both PHD India and Lowe & Partners have been listed as winners in Media Lions category too. The two Gold Lions have been won under the sub-categories of use of audio and use of mobile devices.

    Another work that bagged a Bronze Media Lion is O&M campaign for The Akanksha Foundation (Schools). Overall, 92 Media Lions were given away. McCann Lima’ ‘Happy ID’ campaign for Coca Cola grabbed the Grand Prix in this category.

    In the outdoor category McCann Worldgroup India bagged two Silver and two Bronze Lions. The Silver Lion was awarded for the campaign for Big Babol’s ‘Tangerine’, ‘Mango’ and ‘Pear’ entries. The agency won two bronze Lions for Premier Kitchen Tissues’  ‘Cat’, ‘Bear’ and ‘Camel’ campaign series.

     

     

     

     

     

    A total of 129 awards have been given in Outdoor Lions this year. Whybin/TBWA Group Melbourne won the Grand Prix for its entry ANZ Gaytms for ANZ Bank under this category.

  • Lowe Lintas and Partners and HUL win at Global Mobile Awards

    Lowe Lintas and Partners and HUL win at Global Mobile Awards

    MUMBAI: Lowe Lintas and Partners along with India’s largest FMCG Company Hindustan Unilever Ltd. have won the Global Mobile Awards under the category- Best Advertising or Marketing on Mobile for their innovative ‘Free mobile Radio’ service- ‘Kan Khajura Tesan’. HUL and Lowe Lintas are amongst one of the 31 winners from 680 entries across the world. 

     

     An ‘innovative’ medium that effectively reaches to the rural audience, The ‘Kan Khajura Tesan’ is a ‘Free mobile Radio’ in Bihar that provides users to access entertainment content worth 15 minutes per week. Reaching out to more than 5 million consumers, the channel has now become the biggest radio station in the state that was otherwise termed to be ‘media dark’.

     

    Speaking more about the service, Anaheeta Goenka (Executive Director, Lowe Lintas and Partners, India) said, “For Kan Khajura to take off, we needed people to take the first step and hence our singular task was to drive missed calls. Unlike all other mediums where you push the message out, here the consumer had to first call to even experience the content. The communication strategy was built around making them remember a 10 digit number, and call this number, again and again and again”. Quite a challenge in a day and age where we remember nothing beyond our own mobile numbers!

     

    Deepa Geetakrishnan (President, Creative – Lowe Lintas and Partners) said, “Kan Khajura Tesan was an answer to this task. We needed something surprising and sticky around this innovative mobile channel that would make people want to call it. And from there came the idea of Kan Khajura tesan….the tesan that gets stuck to your ears. A Kan Khajura (Centipede) is an insect that enters the ear, and gets lodged there. It’s quite common in North India.”

     

     To access the content the consumer is required to give a “Missed call” (the call here gets disconnected automatically after the two initial rings) on a given number. He is then called back where some content, which includes an RJ speak, jokes, and Bollywood songs amongst others, is played to him. Hence, giving the entertainment hungry audience exactly what they want.

     

     In today’s age of communication, although it has become easier to reach out to people globally, brands still face a problem in reaching out to the heart of India – the rural population. Currently, about 70% of India’s population resides in rural areas. Hindustan Unilever Ltd, for a while, had been trying to explore this untapped market further. Most of rural India lives in darkness due to lack of electricity, and hence most of rural India is ‘Media dark’. Keeping in mind the tremendous success achieved in Bihar, HUL has launched the campaign in Jharkhand and plans to take it to other states including Uttar Pradesh, Madhya Pradesh and Rajasthan.