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...