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Lowe and PHD win Warc Asia strategy prize with missed calls idea for Hindustan Lever

Lowe and PHD have won the Warc Asia strategy prize with the ‘Kan Khajura Tesan’ campaign for Hindustan Unilever.

The idea, for people in rural India to call a number, leave a missed call, and get a return call that played 15 minutes of content – including ads – won the $5,000 Grand Prix cash prize.

The service gained 24 million calls and eight million unique users in six months.

The submission was written by Anaheeta Goenka and Abhijit Panicker of Lowe Lintas & Partners India.

Freddy Bharucha, CMO of Procter & Gamble Asia and chairman of Judges for the 2014 Prize commented: “The Kan Khajura paper was a clear winner. The reason is that it started with the consumer. How do you reach and engage a consumer who does not see most of the media that are 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. It allowed the brand to engage consumers in a very entertaining way.”

The winners list in full:

GOLD

Kan Khajura Tesan: Unilever’s mobile media channel
(Lowe & Partners and PHD India / Hindustan Unilever Limited / India)
Also winner of the Grand Prix and the Asia First Special Award

Gillette: Scandal Shave
(BBDO / Procter & Gamble / China)

NetEase: Your thinking DNA
(BBDO & Proximity China / NetEase / China)
Also winner of the Market Pioneer Special Award

Pampers ZZZ: Giving Filipino moms and babies the gift of sleep
(Ace Saatchi & Saatchi / Procter & Gamble / Philippines)
Also winner of the Channel Strategy Special Award

The Akanksha Foundation: How a brand got celebrities to work for it for free
(Ogilvy & Mather Mumbai / The Akanksha Foundation / India)
Also winner of the Local Hero Special Award

SILVER

A political tsunami in Cambodia: Using social media to mobilize the youth and change the political game
(Pro bono initiative / Cambodia Opposition Leader Sam Rainsy / Cambodia)

AIA: Real life never stops
(TBWA Hong Kong / AIA Group / Hong Kong)

Coca-Cola: Adding fizz to the Indian family meal time
(McCann Worldgroup / Coca-Cola / India)

Google: How Google Search brought hope to 1.4 billion people
(Ogilvy & Mather Mumbai / Google / India)

Old Spice Smell Mantastic: Local relevance on a limited budget
(Wieden + Kennedy / Procter & Gamble / India)

Pantene: Women Against Labels
(BBDO Guerrero / Procter & Gamble / Philippines)

Repositioning Mizone: How an idea sustained business and brand success
(Young & Rubicam China / Danone / China)

TrueMove H: Giving is the best communication
(Ogilvy & Mather Thailand / True Corporation / Thailand)

BRONZE

Ariel and Downy: Aid Couture, the preloved clothing sale
(Leo Burnett Manila / Procter & Gamble / Philippines)

Dyslexia Association of Malaysia: Dyslexia did not stop me
(Geometry Global and Grey Malaysia / Dyslexia Association of Malaysia / Malaysia)

Hewlett Packard: Ink Advantage – Help your child shine
(BBDO Singapore and PHD / Hewlett-Packard / India)

Lifebuoy Soap: Roti – The unlikely reminder
(Geometry Global / Hindustan Unilever Limited / India)

Nike: Hacking Jakarta for running
(BBH Asia Pacific / Nike / Indonesia)

Park Avenue Beer Shampoo: Stealing a lead from the giants in men’s hair care
(Publicis / JK Helene Curtis / India)

There was no Research Excellence Special Award given this year.

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