Hindustan Unilever: Kan Khajura Tesan

This case study describes how Unilever Hindustan (HUL) created a campaign to reach difficult-to-access rural customers in India to promote a range of consumer brands.

Hindustan Unilever: Kan Khajura Tesan

PHD India

Objective of the campaign

The challenge was to reach to the rural audience in Bihar for the Hindustan Unilever in order to start creating SOV for their mass & rural focussed brands. 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. Mobile with an absolute penetration of 72% provides the best solution for last mile reach. KKT (Kan Khajura Tesan) literally translates to 'ear worm radio channel'. We came up with...

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