KAN KHAJURA TESAN

TitleKAN KHAJURA TESAN
BrandHINDUSTAN UNILEVER
Product / ServiceAN ON DEMAND ENTERTAINMENT CHANNEL ON A MOBILE PHONE
CategoryA01. Innovation
EntrantPHD INDIA Mumbai, INDIA
Media Agency 2 PHD INDIA Mumbai, INDIA
Entrant Company PHD INDIA Mumbai, INDIA
Media Agency PHD INDIA Mumbai, INDIA

Credits

Name Company Position
Kshitij Karnad PHD India General Manager Manager Mobile
Gaurav Sharma PHD India General Manager Manager Mobile
Rachana Dharia PHD India Vice President President Digital And Mobility
Shevaita Handoo PHD India Associate Director
Takesh Singh PHD India Vice President President Content
Anaheeta Goenka Lowe And Partners Executive Director

The Brief

82 Million Households in India are still media dark! It is no secret that India’s growth surge is attributed to the rural belt of the country which represents 73% of the country’s population. Needless to say that the rural belt is one of the most crucial markets for Hindustan Unilever. However, it is the infrastructure that poses the greatest challenge for brands to converse with these markets. 33% of India experiences daily power cuts for upto 10 hours. Low literacy levels add to the challenge. With limited access to traditional media, creating mass reach was an uphill task for brands, An interesting nuance of audiences from these markets is their love for movies and Bollywood. However, movie content is expensive to consume. Consumers use their mobile phones to be the key host of everything to do with movies. They purchase pre-loaded SD cards from local stores and consume movies and songs. Finding a way to connect with this entertainment starved audience was crucial to HUL. Another interesting nuance of this audience is their value consciousness. The practice of preserving talk time is unique to this audience and market. Consumers adopt the practice of giving a ‘missed call’ to the person who they want to talk to.

In a media first for India, we created a coup between the telecom operator, the content provider and the marketer to create the first ever always on, on demand, free to the consumer, branded entertainment channel. Kan Khajura Tesan is an always on mobile entertainment radio channel in which the entertainment content is interspersed with Hindustan Unilever communication. We piloted the channel in Bihar, the heart of the rural belt and the intent is to continue to grow and spread as long as there are people who live in the rural areas. KKT (Kan Khajura Tesan) literally translates to ‘ear worm radio channel’. A name that spells out the intent with which it was created. We came up with sticky, highly memorable branding identity, creating a catchy jingle, an appealing mnemonic and a very easy to remember number – 1800 3000 0123! The promotional message makes the process of connecting with the channel crystal clear; “Missed Call Lagaao, Muft Manoranjan Pao” translating to “Give Us a Missed Call and Get Free Entertainment!” Once the consumers got a call back from KKT they could access 20 minutes of entertainment content which is updated on a weekly basis. The 20 minutes are divided into 17 minutes of content and 3 minutes of HUL advertisements. “Outbound Dialers promoted the activity” 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, latest movie content, Hindustan Unilever Ad spots, Jokes and an RJ to host the show. “Intelligent and ever learning” The consumer interactions with KKT are translated into data which is used to identify content consumption patterns and thereby deliver customized content.

“Single largest media channel in the launch states of Bihar and Jharkhand” In just 5 months of the idea coming alive, we got more than what we had set out to - Over 8 Million subscribers in two states (as of March 2014). The subscriber base has now crossed 14 million. Over 1800 new users are added to the base every hour. The project eventually aims to reach 100 million users in India’s media dark hinterlands. KKT covers 60% of the non – TV households in these states. The content has proven to be a hit with a Total Usage of 300 Million minutes till date. On 2nd July 2014, KKT received a record 1.1 million missed calls. The campaign also delivered over 62 Million brand impressions (till March 2014). 103 million have been delivered till date. Increase in Spont Awareness for all three brands associated – o Wheel – 20% – o Ponds White Beauty – 56% – o Close Up – 39% High Recall for key communication messages across brands All of this at 4 cents cost per contact.