Online Content (excluding Video Content)

The Shortlist
CAMPAIGN
Kan Khajura Tesan
AGENCY
PHD India
CLIENT
Hindustan Unilever
BRAND
Kan Khajura Tesan
DETAILS
Kan Khajura Tesan (KKT) is a unique media channel that resides on the one device that is omnipresent even in the most media dark areas of the country; mobile phone. Media dark refers to regions where the ratios of entertainment options (TV, print, radio) are low compared to rest of the country. In such markets, marketers battle for ad space on limited mediums.
 
Last year KKT brought a communication revolution in these markets by creating a single number that provided always on, on demand and free entertainment. HUL adverts were integrated with the content. With the help of KKT, Hindustan Unilever (HUL) has broken the cycle of the share of voice battle in these markets.
 
This year KKT focussed on intelligent analysis of platform interaction data to create enhanced user experiences, dynamic content delivery and customized programming capsules.
 
KKT now boasts of a 32 million and growing subscriber base, and over 300 million ad impressions that have been successfully delivered.
CAMPAIGN
Van Heusen Rewarding Fashion
AGENCY
Mindshare
CLIENT
Madura Garments
BRAND
Van Heusen
DETAILS
In India, fashion and professionalism go hand in hand. And for Van Heusen, India’s number one premier lifestyle brand for men, defining the leading edge of fashion is their profession. With dozens of new competitor brands entering the market, Van Heusen needed to solidify its reputation with the next generation of business professionals. 
 
Digital was the clear answer. 80 million Indians are online every day but nobody is wearing their suit on Facebook or Twitter. LinkedIn however offered a professional environment with 2 new members joining every second and 75% of them holding college degrees – more than any other social media. 
 
In an unprecedented partnership with LinkedIn, Van Heusen launched the search for the “Most Fashionable Professional”. A bespoke website gave the 21 million users the chance to nominate the most fashionable professional in their personal network, with the average time spent exceeding four minutes per visit. Both nominees and nominators received gift vouchers leading to 5,000 nominations from 30,000 unique visitors and 15,000 new connections. The site continued to engage by providing tips from top fashion professionals and live leaderboard results from the most nominated profiles. Video content amplified the campaigns across all mediums, driving extensive PR coverage across business publications and blogs. 
 
Named as one of the top 8 LinkedIn marketing campaigns worldwide by Mashable.com, the month-long event reached over 1.5 million LinkedIn users and put Van Heusen in the conversation with business professionals, proving that fashion and success are truly linked. 
 
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