Hindustan Unilever: Kan Khajura Tesan
Campaign details
Agency: PHD IndiaClient: Hindustan UnileverCategory: Publishing / Entertainment
Executive summary
Hindustan Unilever Limited makes products that all Indians can use, but there is a portion of the country that is described as 'media dark' – where television, print and radio use is low. To target consumers on a medium that is widely available, Unilever set up a mobile radio channel called KKT. The channel offers free content interspersed with ads for Unilever brands. Users help influence the content by answering questions about which programmes they've enjoyed and the...