Hindustan Unilever: Kan Khajura Station - From the 'dark' to connectivity

This case study explains how Hindustan Unilever, the consumer products company, reached media-dark consumers in rural India by creating a new media channel through basic feature phones.

Hindustan Unilever: Kan Khajura Station - From the 'dark' to connectivity

Lowe Lintas and Partners, India and PHD India

While the world is connected and spoilt with an overload of entertainment through regular media and digital mediums, there are parts of the world that are totally in the dark and disconnected from the world. Such as Bihar and Jharkhand, two of India's most media dark regions , with no electricity for 8-10 hours every day.

But with a population of 130 million they were key growth markets for Unilever and we had to find a way to reach out to...

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