Companies that are not direct competitors to Unilever were also allowed to advertise on the service;[1][24][25] a campaign promoting the film Singham Returns through Kan Khajura Tesan generated 17 million calls.[25] In 2014, Kan Khajura Tesan earned two gold Cannes Lions in media for "Use of Audio" and "Use of Mobile Devices", and a third in mobile for "Response/Real Time Activity".[26] In 2015, the campaign won a bronze Lion for "Creative Effectiveness".[27]