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BUZZLE LIVE CHAT

WITH

ISHTPREET SINGH

ON

20th SEPTEMBER, 7 PM TO 8 PM

TOPIC:

KAN KHAJURA TESAN

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SUCCESS STORY

THE STORY

SMILE ON 16 MILLION FACES

KAN KHAJURA TESANHul's stunning mobile marketing initiative that has become the largest

media channel in bihar and jharkhand within 6 months of its launch.

180030000123 is the number Hindustan Unilever (HUL) usesto inject a dose of entertainment into the lives of millions ofrural Indians and up its business in these areas. 'Missed calllagao, muft manoranjan pao' is the tagline of HUL'seight-month-old Kan Khajura Tesan (or KKT), an on-demand,entertainment channel on the mobile platform.

OVER

MILLION

16SUBSCRIBERS

18THOUSAND

USERS ADDEDEVERY HOUR

MILLION

130AD IMPRESSIONS

TOPIC OF THE FORTNIGHT

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THE GOAL

THE SOLUTION

73% of India is rural. There is no TV, no cinema, limitedprint, and an erratic radio, making it challenging to reach

out our rural consumers.

I think frugality drives innovation, just like

other constraints do. One of the only ways

to get out of a tight box is to invent your

way outJeff BezosCEO, Amazon.com

“

”KKT is a 'mobile radio', that provides free entertainment to people who live in the'media dark' regions of Bihar, Uttar Pradesh (UP) and Jharkhand, India's Hindi andBhojpuri-speaking belt. The content is interspersed with ads for HUL's brands.

KKT claimed eight million subscribers in just six months and the growth has beenrapid. At present, HUL is also able to see, on a 'live dashboard' or graphical chart,the geographies (districts) that yield maximum traffic. Moreover, HUL has access toother useful information such as the frequency of the calls, the time of day thecalls come in, the numbers from which repeat calls are made, and perhaps mostimportantly, the exact point during the capsule at which the caller decides to hangup. The dashboard also shows the number of ad impressions for, say, a Lux versusa Lifebuoy.Watch the video to learn more > https://www.youtube.com/watch?v=nbM9eAo_S_4

REACHING OUT TO RURAL CONSUMERS

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ADDITIONAL EDUCATION

P.G.D.B.M, XLRI, Jamshedpur

Management Trainee – UFLP

Area Sales Manager, North East Rural

Area Sales Manager, Calcutta Metro

Customer Marketing Manager, Personal CareModern Trade

Sr. Brand Manager, Mass Fabric Wash

Marketing Manager, Mass Fabric Wash 

2007

2007-2008

2008-2009

2009-2010

2010-2012

2012-2013

2014-present

BUZZLE EXPERT

MUST BUZZLES

ISHTPREETSINGH

1 How to leverage on changing consumer habits even onaspects which have little direct co-relation to yourBusiness.

2 Irrespective of the Size and age of your brand there willalways be consumers who are not aware about yourbrands.

3 How marketing to rural consumers can help build Highlydurable Brand Loyalties.

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