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June 23, 2014

Unilever India's Kan Khajura Tesan, Digital Campaign Goes Viral

Until a few years ago most companies looked at online as yet another platform to air their TV commercials. This is not the case any longer. FMCG companies are looking at digital media as a separate platform to engage with their target audience. 

  •  Perhaps the most successful digital campaign in the country by an FMCG company has been run by Hindustan Unilever (HUL). The consumer goods giant last year launched a free mobile radio entertainment channel called Kan Khajura Tesan, which can be loosely translated as Centipede Station, in Bihar and Jharkhand.
  •  To access the content, a mobile phone user gives a 'missed call' - the call here gets disconnected automatically after two rings - on a given number. The user is then called back and gets to listen to songs, jokes and, of course, HUL advertisements. The idea behind the campaign was to reach out to consumers who do not have access to TV, radio or the print medium but have a mobile phone. 
  • Over the past seven months the radio station has reached out to more than nine million subscribers and HUL ads have been heard 85 million times, the company says. HUL now plans to roll out the channel in other regions.