NEW YORK: Hindustan Unilever last night took the Best in Show award at the 2014 Global Smarties Awards, run by the Mobile Marketing Association, with an innovative campaign targeted at a rural India audience.

The FMCG giant created an always-on mobile entertainment radio channel, Kan Khajura Teshan, which aimed to reach media-dark areas of the country where TV has yet to penetrate. A missed-call mechanism sees consumers phoned back with content which is interspersed with communications about HUL brands.

A total of 38 campaigns won awards, from a shortlist that included close to 100 from 30 countries. In all, there were 12 Gold, 13 Silver and 13 Bronze medals handed out across seven categories, including three new ones of wearables' impact on marketing, cross-screen advertising and native advertising.

The full list of winners can be read here and Warc subscribers can also read the winning papers in full.

Sports brands featured prominently among the Gold winners, with Nike picking up two medals. One was for Locker Room, an initiative to connect with true Nike enthusiasts in Hong Kong and bypass shoe speculators intent on acquiring the latest products only to sell them on at a higher price.

The second was for its SB interactive app, a collaboration with pro skateboarders which featured unique skate experiences and helped users learn new tricks.

Rip Curl, the surf accessory brand, launched a GPS-enabled watch and app combination that is currently only available to 300 selected surfers but which has generated huge awareness and interest. The watch synchs with the Rip Curl Search platform, a mobile and desktop app, to create a connected surfing community.

Other Gold winners included economy hotel chain Red Roof Inn, telecoms business Virgin Mobile Australia, automaker Mercedes-Benz USA, non-profit organisations WWF Denmark and WWF Turkey, consumer electronics giant Sony, QSR brand Dunkin' Donuts, Google Maps and QoL Devices, a start-up making health-related apps.

Data sourced from MMA; additional content by Warc staff