Innovative Use of Technology
Client Hindustan Unilever
Brand Hindustan Unilever
Agency PHD India
Brief The objective for Hindustan Unilever was to reach to the rural audience in media-dark areas of Bihar and Jharkhand where traditional media penetration is only 20%, in order to start creating share of voice (SOV) for their mass & rural focussed brands.
Solution & Unique Features The consumers are educated about the activity through targeted Out Bound Calls. All one has to do is give a missed call to a toll free number and they would then immediately receive a call back from ‘Kan Khajura Tesan’ with per-programmed content that consisted of Popular Music, Hindustan Unilever Ad spots, Jokes and an RJ to host the show.
Mobile was the sole source of entertainment for our TG. So we created Kan Khajura Tesan,  a branded media channel that would provide free entertainment (via missed call) interspersed with HUL advertisements. We brought these consumers out of the media darkness and created the largest media channel in these states.