HUL’s ‘Kan Khajura Tesan’ wins 3 Gold at Cannes
Campaign wins three golds in the use of audio, use of mobile and response/real time activity (including crowdsourcing) categories.
Kan Khajura Tesan literally translates to ‘ear worm radio channel’ in English. Kan Khajura Tesan aims to help HUL brands engage with rural consumers in media dark areas. Kan Khajura Tesan is the first fully advertiser funded mobile based entertainment-on-demand initiative in India. The driving force behind this campaign is the fact that a large percentage of the consumers for HUL brands are in media dark villages and cannot be reached via traditional media like TV, radio and print. In these rural areas access to TV and radio is limited and further constrained by poor availability of electricity.
With the changing paradigm on connectivity, rural consumers now have mobile phones as their first device. This consumer insight was used to create and deploy a win-win solution for both the consumers and the company. Thus was born Kan Khajura Tesan, an always-on mobile entertainment radio channel in which the content is interspersed with HUL brand communication. Sticky and highly memorable branding identity was deployed using a catchy jingle, an appealing mnemonic and a very easy to remember number – 1800 3000 0123!
The promotional message makes the process of connecting with the channel crystal clear; “Missed Call Lagaao, Muft Manoranjan Pao” translating to “Give Us a Missed Call and Get Free Entertainment!” This initiative was first piloted in Bihar. This has now been extended across India. All people need to do is give a missed call to the dedicated number to receive a call back from Kan Khajura Tesan with pre-programmed content that consists of popular local music, Hindustan HUL advertising spots, jokes and an RJ to host the show.
Priya Nair Vice President at HUL said, “Areas that were otherwise termed to be ‘media dark’ are now 'entertainment-enlightened' with ‘Kan Khajura Tesan’ reaching out to more than 11 million subscribers. In total, we have had 180 million minutes of engagement with our consumers and our ads have been heard 100 million times. We developed the idea to address a business problem of reaching consumers in deep rural markets. Creating a mobile based radio channel has brought entertainment to consumers who have almost no access to traditional entertainment.
“We are extremely proud to have worked with a fantastic team and with agency partners PHD India and Lowe and Partners Worldwide to create another 'first' in digital marketing in India. It’s great to have the work recognised at a prestigious global platform like Cannes. It encourages teams to think differently," she added.