MAM
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.
Brands
Aptronix unveils ‘Big & Beyond’ campaign, opens largest store in Hyderabad
Naga Chaitanya, Sobhita front push as retailer expands premium Apple experience
HYDERABAD: Aptronix has rolled out its most ambitious brand push yet with the launch of the ‘Big & Beyond Aptronix’ campaign, alongside the opening of its largest retail store in India.
The campaign features actors Akkineni Naga Chaitanya and Sobhita Dhulipala as brand faces, signalling a sharper focus on aspirational, experience-led retail as the company scales its presence in the premium Apple ecosystem.
At the centre of the rollout is a new 8,000 sq. ft. flagship outlet at Sarath City Capital Mall, now the largest Aptronix store in the country and among the biggest Apple Premium Reseller formats in India. The space is designed to offer immersive product discovery, personalised guidance and integrated service support, positioning the store as more than just a point of sale.
The campaign itself leans into themes of scale, ambition and accessibility, aiming to connect with a younger, increasingly design-conscious generation of Apple users. By pairing celebrity appeal with in-store experience, Aptronix is looking to deepen emotional engagement while reinforcing its premium positioning.
A key pillar remains its ‘Limitless Aptronix Exchange’ programme, which offers customers simplified upgrade paths, transparent pricing and wider access to Apple devices. The initiative has been central to driving adoption by making high-end technology more approachable for a broader audience.
Premium Lifestyle and Fashion founder & owner Sutinder Singh said the new store reflects a long-held belief that Indian consumers should have access to the best Apple retail experience without compromise. He added that the campaign’s celebrity faces mirror the brand’s core values of elegance, ambition and confidence.
Aptronix CEO Meghna Singh said the ‘Big & Beyond’ theme reflects how the company operates, with a focus on building a best-in-class retail experience. She noted that the Hyderabad launch and the campaign together signal Aptronix’s intent to set new benchmarks in the category.
With this dual push of scale and storytelling, Aptronix is not just expanding its footprint but also redefining how premium tech retail is experienced in India.
