Hindustan Unilever Ltd. launched a mobile radio channel called Kan Khajura Tesan (KKT) to reach rural customers in Bihar and Jharkhand with limited infrastructure. KKT allowed customers to access free entertainment like jokes, music and ads by giving a missed call. It grew to over 8 million subscribers in six months, becoming HUL's largest media channel at a low cost of $0.04 per contact. The campaign helped increase awareness of HUL brands in rural areas and saw a 56% ROI, winning several marketing awards.

2. Group-
DKaran Gujral
Teja Mulagala
Shubham
Parsekar
Atul Gurav
Wendell
Godinho

3. PUT CUSTOMER NEEDS
“FIRST”
“Mobile is not the future, it is
the now. Meet your customers
in the environment of their
choice, not where it is
convenient for you.”
-Cyndie Shofftall

5. Agend
a
Introduction
Situational Analyse Of
HUL
Strategy
Execution
ROMI / Results

6. LOGO- a visual expression of
commitment

7. Hindustan Unilever Ltd.
HUL is a subsidiary of Unilever , which have a strong
local roots in more than 100 countries across the globe
with annual sales of €48.4 billion in 2014.
Unilever has 67.25% shareholding in HUL.
With over 35 brands spanning 20 distinct categories
such as soaps, detergents, cosmetics, packaged foods…
The HUL has over 16,000 employees and has an annual
turnover of INR 30,170 cr (financial year 2014 – 15).
HUL
PSI
WFP
UNICEF
WDF
STC
Mission: To improve quality of life through the provision of hygiene, sanitation,
access to clean drinking water, basic nutrition and enhancing self-esteem in
urban & rural.

8. Video

9. Campaign
Name
Downloadi
ng

11. Kan Khajura
Tesan
Unique Media
Channel

12. Situational Analysis Of
HUL

13. Untapped Rural market, Bihar and Jharkhand.
Infrastructure major problem target
Media coverage frequent power cuts.
Connecting & downloading from telco made
mobile entertainment saving talk time was
important to this target market.

14. HUL decided to set up a MOBILE( NEW) +
RADIO (traditional)
KKT channel was born October 2013
Free advertiser owned entetainment
channel on mobile.
Developed by :Lowe Lintas & PHD India

15. Video

16. Strategy

17. Creative Strategy:
Unilever created own media channel for mobile named Kan
Khajura Tesan (KKT)
A dial-in mobile radio channel offering free on-demand
entertainment.
The channel offered jokes, music, and the latest Bollywood,
radio advertisements.
Target Audience:
86% of its target community population owned a mobile phone.
Nearly 300% the number who owned a television.
Mobile phones in Hindustan Unilever’s target regions served as
the population’s main source of music and entertainment. The
practice of preserving talk time on mobile was also very

18. Execution

19. Mobile Execution
KKT channel was piloted in Bihar.
Unilever brought mobile operators
and content providers (Hungama)
together.
Free Entertainment + Brand
Awareness

20. KAN KHAJURA TESAN WORKS
Invited Local audiences to give a missed
call on a toll free number. (180030000123)
Receive a free call back offering access
to the entertainment stream.
Pre-programmed channel - Hindustan
Unilever ad spots, jokes, and a radio
jockey host.
Every week, a caller has access to an 15
minute capsule of entertainment.
‘Reminder Call’
DND

21. ROMI / Results

22. Results
• HUL created largest media channel - $ 0.04 (U.S.) per
contact
• Post Six months more than 8m subscribers.
• The consumer base is growing at an average of 35,000 per day, and
the project eventually aims to reach 20 million households.

23. ROI
56%
39%
20%

24. 1.Asian Marketing Effectiveness &
Strategic Award 2015
Category Sub Category
Effectiveness Innovative use of Media
Digital Strategy Digital Innovation
Awards

25. Category Medal
Best use of Media
Best use of Integrated
Campaign

27. Video

28. Conclude
d?

29. Video