The Kan Khajura Tesan campaign was a missed-call marketing-led initiative that went on to garner mass reach in the hinterland markets of Bihar and Jharkhand. The campaign itself saw calls from around 30 million people, nearly 200 million ad impressions (the number of times callers hear the company's ad), and the consumption of around 500 million minutes of content.

The Lifebuoy campaign, which ranked fourth, aimed to educate people and spread the idea of good hand-washing habits. Through its behavioural change programme, it has been able to reach over 180 million people. Every year, around 1.7 million children die before the age of five, due to diarrhoea and pneumonia. The simple act of hand-washing can help prevent many of these deaths.

"We are delighted to receive this recognition for our campaigns. It is wonderful that the work we have done with our agency partners has been recognized at a global level. This is indeed reflective of the high quality marketing work being done in India and such recognitions will only add to the momentum," said Priya Nair, executive director-home care, HUL.

Another campaign from the Unilever global portfolio - Dove's Real Beauty Sketches made it to the 2nd spot. This has been created by Ogilvy & Mather, Sao Paulo, and PHD.

​About WARC

World Advertising Research Centre (WARC) offers advertising best practice, evidence and insights from the world's leading brands. It has leading advertising and media agencies, research companies, universities and advertisers as its clients.

The WARC rankings for the best agency and campaign were based on marketing that makes a difference, driving business performance or changing consumer behaviour.

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