for cricket scores and Anna Hazare's anti-corruption movement; after serving over 415 million calls in its first three years of operation, the company was acquired by Twitter in 2015 for a value reported to be between US$20 and 40 million. In 2014, the social networking service Facebook announced that it would support links to missed call numbers as an ad format, as part of an effort to bolster its advertising business in emerging markets such as Brazil, India, Indonesia, and South Africa. The company partnered with Zipdial, and later VivaConnect, to offer this service. In 2013, Hindustan Unilever launched Kan Khajura Tesan (Earworm Radio), a missed call service which plays blocks of Hindi entertainment content (such as Bollywood music and devotionals), interspersed with advertising for the company's brands. Unilever intended the service to be a method of engaging consumers in markets that were underserved by media and internet communications (such as Bihar, where the service was described as being the state's most popular "radio station"); as of 2015, it had achieved 200 million impressions. Companies that are not direct competitors to Unilever were also allowed to advertise on the service; a campaign promoting the film Singham Returns through Kan Khajura Tesan generated 17 million calls. 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". In 2015, the campaign won a bronze Lion for "Creative Effectiveness". MCM has faced criticism; Purani warned that "just as shortsighted abuse of advertising, direct mail and telemarketing has contributed to spamming-related problems, MCM runs the risk of degenerating into a marketing tool shunned by a large number of phone users." High-end brands have perceived MCM as being inappropriate for targeting their respective markets. Flashcall found that the concept was not viable in regions where missed calls were not an established social practice, such as the United States (where smartphones and mobile broadband are widely-available). As activism During the Indian anti-corruption movement in 2011, citizens could pledge support to Anna Hazare's campaign through a Zipdial number. The number received 4.5 million calls, which significantly outpaced the number of Facebook likes and Twitter retweets that the campaign's posts received online. In January 2013, a protest was organized against high mobile internet rates in Bangladesh, in which protesters simultaneously exchanged millions of missed calls in an effort