LONDON: 'Kan Khajura Tesan', developed by Lowe Lintas and PHD for Hindustan Unilever, has been named the top marketing campaign in the world, according to the annual Warc 100 ranking.
The campaign, which reached 'media dark' rural Indian populations with an always-on mobile media channel, scored 121 points, well ahead of any other campaign on the Warc 100 campaigns rankings.
Priya Nair, Executive Director, Homecare, at Hindustan Unilever, said: "Kan Khajura Tesan is a great example of creating branded content using an unconventional medium. It has allowed us to build a platform that creates a two-way connection between brands and consumers."
The Warc 100 is an annual list of the world's best campaigns, agencies and brands, based on their performance in effectiveness and strategy competitions in the previous calendar year. To compile this year's rankings, Warc tracked more than 2,200 winning campaigns from 87 different competitions.
The campaign in second place was 'Real Beauty Sketches', by Ogilvy & Mather Sao Paulo and PHD for Dove, on 89 points, while Ogilvy & Mather London was third, on 78 points, for the Expedia campaign 'Travel Yourself Interesting'.
Commenting on the rankings, Joseph George, CEO, Lowe Lintas India, said: "Warc is an organisation we hold in very high regard. And so this recognition is both extremely satisfying and spurring."
Mike Cooper, CEO of PHD Worldwide, added: "It's an honour to see that the top two most effective campaigns in the world over the past 12 months are both for work that PHD has carried out for Unilever.
"Both 'Kan Khajura Tesan' for Hindustan Unilever from PHD in India and 'Real Beauty Sketches' for Dove from PHD International are examples of how creativity and innovation are at the heart of effective and strategic communications planning."
On the country rankings, the US came out on top, with US-based campaigns scoring 3,076 points across the year, ahead of the second-placed UK's 1,646 points. Asia-Pacific nations rounded out the top five, with Australia third (1,201), India fourth (791) and China fifth (778).
Louise Ainsworth, CEO of Warc, said: "These rankings reflect an incredible body of work from across the globe - congratulations to the clients and the agencies who made it happen. Together these campaigns form an inspirational set of case studies, from which brands and agencies everywhere can learn."
Data sourced from Warc