Cristal Festival: PHD India wins Grand Cristal for Hindustan Unilever’s ‘Kaan Khajura Teshan’
After 3 days of intense deliberations, gathering the Sports Marketing, Brand Culture, PR & Design Juries, the Cristal Festival has announced the winners of it’s first categories.
PHD India has taken out one of the big awards of the Festival with a Grand Cristal award in the Brand Culture category. It was awarded for Best Corporate Campaign to the “Kaan Khajura Teshan” campaign for Hindustan Unilever. It also won a Cristal award in the Direct/Relationship Marketing Category. Kan Khajura Tesan literally translates to ‘ear worm radio channel’ in English. Kan Khajura Tesan aims to help HUL brands engage with low-income rural consumers in media dark areas. Kan Khajura Tesan is the first fully advertiser funded mobile based entertainment-on-demand initiative in India. 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 areas access to TV and radio is limited and further constrained by poor availability of electricity.
There were three Cristal awards handed to Asia in the Public Relations category.
BBDO Pakistan won Cristal for “Not A Bug Splat” for the Reprieve Foundation for Fundamental Rights (pictured right); Havas Worldwide India won Cristal for “No Child Brides” for Child Survival India; and Edelman Public Relations Worldwide China picked up Cristal for “Operator Idol” for Volvo Construction Equipment China.
“The Seatbelt Crew” from Ogilvy Mumbai for Channel V/ Star TV won a Saphire award in the Public Relations category.
In the Design Craft category the “911 Rear Horsepower” print campaign for Porsche (China) Motors via Fred & Farid Shanghai won a Saphire award.
The Brand Entertainment & Content, Outdoor, Press, Print Craft, Integrated & Film Craft prizelists are announced tomorrow.
Since its creation in 2001, the Cristal Festival gathers professionals from the communication & advertising world in exceptional locations such as Courchevel (French Alps), Lebanon, Africa, or Brazil. With more than 2000 attendees from 35 countries each year, Cristal events offer several days of networking.