MAM
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.
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.
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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.
Brands
SPNI promotes Tavishi Budhiraja to vice president for HR and DEI
Longtime HR leader steps up to drive revenue teams and inclusion agenda
GURUGRAM: Sony Pictures Networks India has elevated Tavishi Budhiraja to vice president, HR business partner for revenue functions and diversity and inclusion, strengthening its people leadership across key business verticals.
In her expanded role, Budhiraja will oversee HR strategy for revenue-facing teams including ad sales across linear and digital, distribution and international business, while continuing to lead the company’s diversity and inclusion initiatives.
Budhiraja has been with the network for over 15 years, rising through the ranks from HR business partner for ad sales to assistant vice president, where she also took on the diversity and inclusion mandate. Her elevation reflects both continuity and a sharper focus on aligning people strategy with business growth.
Prior to joining SPNI, she worked with Reliance Communications as deputy manager, gaining early experience in human resources.
Announcing the move, Budhiraja said she looks forward to deepening impact and strengthening people strategies across teams, while continuing to grow within the organisation.
The promotion comes as media companies increasingly invest in talent and workplace culture to support evolving revenue models and digital expansion, making HR leadership a critical lever for long-term growth.
