It is no secret that the India growth story is attributed to the rural belt of the country. However, it is the infrastructure that poses the greatest challenge. Traditional media only reaches 20% of the rural population owing to power cuts that extent to 10 hours. Low literacy levels add to the challenge.

The challenge was to reach to the rural audience in Bihar and Jharkhand in order to start creating SOV for their mass & rural focussed brands. The challenge was augmented more due to the above stated insight of low traditional media penetration on which HUL always relied to push their products.

We realised that the only thing that serves as a means of entertainment for this audience is their mobile phone. Which they use to listen to songs and watch movie clips. While TV reach was 23 Million, Mobile reach is more than double of it, at 54 Million. Also mobile operated on battery recharge of 6-8 hours which obviated their need of electricity to consume the content.

Movies and movie stars influence everything in these regions. Their phone’s memory card is filled with movie content and songs that are downloaded from telco services.

Another interesting nuance of this audience is their value consciousness. The practice of preserving talk time is unique to this audience and market.

KKT is an always on, on demand, free mobile entertainment channel in which the content is interspersed with HUL communication.

Give a missed call to the number dedicated to the KKT hotline and receive a call back which would give the user access to entertainment stream.

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.

The callers got access to free entertainment and HUL was able to break out of the vicious SOV battle.

Kan Khajura Tesan literally translates to ‘ear worm radio channel’. A name that spells out the intent with which it was created.

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!”

“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, Hindustan Unilever Ad spots, Jokes and an RJ to host the show.

“Made it personal through Radio Jockey delivering Content”

The RJ also reminds subscribers to give a missed call again when/ if s/he wishes to listen to more songs. Each subscriber is allowed to receive a total of 60 mins of radio content, per month. (Broken into 4 capsules of 15 mins each)

“Latest Movie Content at the forefront”

To make sure that KKT continues to gain traction, HUL ties up with the latest movie releases for the year, ensuring the audience has access to the latest content.

“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.

The delivery mechanism for KKT is designed in such a way that it can learn the listnership trends of each deliver and deliver customized content over a period of time. As the KKT platform gears to roll out pan India, the technology will continue to learn listnership trends across micro and macro regions and deliver content that is relevant, thereby, increasing engagement.