MUMBAI: Finally an Indian campaign enters the final round of Mobile Lions. Lowe & Partners' campaign titled, ‘The Kan Khajura Station’ for HUL has been shortlisted in this year’s Mobile Lions category.

‘The Kan Khajura Station’ was a 15 minute free, on-demand, entertainment channel introduced by HUL where people could call to get entertained for free.

The brand created a new media through a rudimentary mobile phone that brought people out of media darkness and connected them with the world. According to the brand, this activity was done at a cost of under 4 US cents per person.

Introduced in the year 2012, the mobile category rewards the best creative work which lives on or is activated by a mobile device, app or mobile web. The judging will be based on creativity and the idea, execution (usability, user experience, craft and design), relevance to the mobile platform and results (level of user engagement and any quantifiable outcomes).

It will be interesting to see if this campaign cracks the first win for India at Cannes Lions under Mobile Lions.