HUL wins awards for marketing campaigns

Wins awards at Asia Marketing Effectiveness & Strategy Awards & Goafest.

The company won seven awards at Goafest 2014, including the Grand Prix for the best use of Content Creation Strategy by its BeBeautiful - Vlogon initiative.

At the Asia Marketing Effectiveness & Strategy Awards, the HUL haul included 13 awards. The campaigns that received the highest honours were both for Lifebuoy. While the Lifebuoy Roti Reminder campaign won a platinum awards in the Media Strategy category, Lifefuoy’s Help a Child Reach 5 campaign won the platinum award for Effectiveness.

Kan Khajura Tesan

HUL received multiple awards for its unique and successful rural mobile marketing initiative Kan Khajura Tesan (KKT). Kan Khajura Tesan is the first fully advertiser funded mobile based entertainment-on-demand initiative in India. The initiative was recognized with a Gold for effectiveness and a Silver in Digital Strategy category at AMEA. It won two awards at Goafest too with a Gold for Best Use of Mobile and a Silver for Best Use of Integrated Campaign.

Kan Khajura Tesan is a free mobile radio station. The driving force behind this campaign is the fact that a large percentage of the consumer group for HUL brands are in media dark villages and cannot be reached via traditional media like TV, radio & print. In these rural, semi-rural areas, access to TV and radio is limited and further constrained by poor availability of electricity. The only thing that serves as a means of entertainment for this audience is their mobile phone, which they use to listen to songs and watch movie clips. Also as mobile is operated on battery recharge of 6-8 hours it obviates the need for electricity to consume content unlike TV. This consumer insight was used to create and deploy a win-win solution for both the consumers and the company. HUL launched an innovative mobile marketing solution Kan Khajura Tesan which is in fact an always on mobile entertainment radio channel in which the content is interspersed with HUL brand communication.

Kaan Khajura Tesan literally translates to ‘ear worm radio channel’ in English. A name that spells out the intent with which it was created. Sticky and highly memorable branding identity was deployed using a catchy jingle, an appealing mnemonic and a very easy to remember number – 1800 3000 0123! The promotional message makes the process of connecting with the channel crystal clear; “Missed Call Lagaao, Muft Manoranjan Pao” translating to “Give Us a Missed Call and Get Free Entertainment!” This initiative was first piloted in Bihar and subsequently extended to Jharkhand. All people need to do is give a missed call to the dedicated number (KKT hotline) and they would receive a call back from ‘Kan Khajura Tesan’ with pre-programmed content that consisted of popular local music, ad spots of HUL brands, jokes and an RJ to host the show.

Details of the HUL Award Winning Campaigns

Asian Marketing Effectiveness & Strategy Awards 2014:

Platform

Category

Sub-Category

Colour

Campaign

AMEA

Effectiveness

NA

Platinum

Lifebuoy Help A Child Reach 5

AMEA

Media Strategy

NA

Platinum

Lifebuoy Roti Reminder

AMEA

Effectiveness

Food Products

Gold

Kissan 100% Natural Seeded

AMEA

Effectiveness

Innovative Use of Media

Gold

Kan Khajura Tesan

AMEA

Media Strategy

Pharmaceauticals, Beauty Products, Cosmetics & Toileteries

Gold

Lifebuoy Roti Reminder

AMEA

Media Strategy

Sponsorship & Event Marketing

Gold

Lifebuoy Roti Reminder

AMEA

Media Strategy

Small Budget Media Campaign

Gold

Lifebuoy Roti Reminder

AMEA

Effectiveness

Integrated Marketing Campaign

Silver

Lifebuoy Help A Child Reach 5

AMEA

Digital Strategy

Digital Innovation

Silver

Kan Khajura Tesan

AMEA

Effectiveness

Innovative Use of Media

Bronze

Kissan 100% Natural Seeded

AMEA

Effectiveness

Innovative Use of Media

Bronze

Lifebuoy Roti Reminder

AMEA

Effectiveness

Sponsorship & Event Marketing

Bronze

Lifebuoy Roti Reminder

AMEA

Effectiveness

Small Budget Marketing Campaign

Bronze

Lifebuoy Roti Reminder

Note: The Asian Marketing Effectiveness & Strategy Awards is a collaboration between Lions Festivals and Haymarket.

Goafest 2014:

Platform

Category

Colour

Campaign

Goafest

Best use of Content Creation Strategy

Grand Prix

BeBeautiful- Vlogon

Goafest

Best use of Branded Content

Gold

BeBeautiful- Vlogon

Goafest

Best Use of Social Media

Gold

BeBeautiful- Vlogon

Goafest

Best Use of Mobile

Gold

Kan Khajura Tesan

Goafest

Best use of Experiential Marketing

Gold

Closeup- Closeup Reuniting One Tag At A Time!

Goafest

South Asia Category- Special Award- Best Use of Integrated Campaign

Silver

(Sunlight) It's raining Roses - Sri Lanka- Sunlight Detergent Powder

Goafest

Best use of Integrated Campaign

Silver

Kan Khajura Tesan

Note: Goafest 2014 is an advertising festival being held for the 7th consecutive year by the Advertising Agencies Association of India (AAAI) and The Advertising Club.

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