Media > Use of Media

KAN KHAJURA TESAN

PHD, Mumbai / UNILEVER / 2014

Awards:

Gold Cannes Lions
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Overview

Credits

Overview

Effectiveness

“Single largest media channel in Bihar and Jharkhand”

Over 8MM subscribers in two states in 6 months. KKT reaches 60% of the non–TV households in these states. Consumer base growing at an average of 35,000 daily

Unilever ads have been heard over 70MM times

Increase in Spont Awareness for all three brands associated

– Wheel – 20%

– Ponds White Beauty – 56%

– Close Up – 39%

All of this at 4 cents cost per contact.

Execution

In a media first for India, we brought together telcos and content providers to create a FREE, ALWAYS ON, ON DEMAND entertainment channel accessible through even the simplest mobile phone.

Outbound dialers promote KKT and educate consumers on how to access free content. The content is personalised through a Radio Jockey, who also reminds users to call again to get more content. Consumer traction is increased through relevant and contextual content like movie clips, Bollywood songs and jokes. The content is refreshed on a weekly basis and engagement spikes are created through blockbuster movie tie-ups.

The Unilever advertisements are placed within the content in a non-intrusive manner.

Consumers can consumer upto 60 minutes of entertainment content per month, absolutely free.

Strategy

82MM Households in India are media dark!

Imagine a world where your basic source of happiness; entertainment on TV is cut short by long daily power cuts. What a mundane existence that would be.

With 86% ownership, mobile phones are the only saviours. Movie clips or songs downloaded from telcos or purchased via pre-loaded chippis (sim-like chips) are the only things to turn a frown upside down.

80 cents for limited movie clips coupled with the cost of connecting and downloading content from telcos makes mobile entertainment an expensive option.

So to plug this famine of entertainment content, we created the ‘Kan Khajura Tesan’

KAN KHAJURA TESAN (ear worm channel) is the first of its kind, free advertiser-owned entertainment channel accessible through mobile. Just give a missed call to the branded number and receive entertainment content interspersed with Unilever adverts, free of cost.

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