Kan Khajura Tesan: Unilever's mobile media channel

This case study explains how Hindustan Unilever (HUL) reached 'media dark' rural Indian populations with a branded media channel on mobile to increase awareness and penetration.

Kan Khajura Tesan: Unilever's mobile media channel

Rachana Dharia and Neha Bansal

Campaign details

Brand owner: Hindustan Unilever LimitedCase study authors: PHD IndiaLead agencies: PHD India and Lowe & PartnersContributing agency:Hungama and OzonetelBrand: Kan Khajura TesanCountry: IndiaIndustry Bath toiletries, soaps, Cleaners, detergents, air care, Hair care, Skin care, sun protection, Washing powder, fabric softenersChannels used: Mobile and appsMedia budget: 500k - 1 million

Executive summary

The agency reached a rural population plagued by daily power cuts and with only limited traditional media...

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