HUL’s mobile marketing channel Kan Khajura Tesan is now open to all

Kan Khajura Tesan (KKT) helped Hindustan Unilever (HUL) brands such as Lux and Fair & Lovely engage with rural consumers in media dark areas in India. HUL, one of the country's biggest FMCG companies is planning to open its mobile-based marketing platform KKT for external advertisers, reported ET.

This initiative was first launched in Bihar, followed by Jharkhand, Uttar Pradesh, Madhya Pradesh and Rajasthan. The mobile-radio channel has been extended across India.

These are many areas in rural India that cannot be reached through TV, radio and print, but where at least one member of a family has a mobile phone. "These consumers are still significant contributors to the sales of FMCG brands. They also happen to be key growth markets for Unilever. Reaching out to these consumers with our brand communications and offerings remains a big challenge," an HUL spokesperson told ET.

KKT is the most popular radio station in Bihar. It works in a very unique way. Callers give a miss call on 1800-30-000-123 and in return the caller receives capsules of entertainment that includes primarily local and Bollywood music, with a strong preference for 90s movie hits, and comedy shows.

In the coming months, the channel will also air brand messages from other advertisers. But the company is keeping under wraps advertiser profiles, the exact nature of media deals and just how it'll affect programming, if at all, in the future.

"In the journey of taking Kan Khajura Tesan forward as an ever growing marketing platform we are now opening it up for brands beyond HUL's own. This will allow the platform to grow and help marketers reach out to media dark consumers who were difficult to reach before," the company spokesperson told the financial daily.

The campaign was conceptualised and executed in collaboration with media agency PHD India and creative agency Lowe Lintas.

(Image: Reuters)