MullenLowe Lintas and Unilever have pioneered a new mobile media channel, made available in certain Indian provinces, where power isn’t yet available 25/7 making the mobile phone the key means of communication and now entertainment. This campaign – a first in India – is more of a service, delivering 15 minutes a day of free music, comedy and chat to anyone who wants it, interspersed with brand messages from key Unilever brands such as Ponds, Dove and Lifebuoy.