BUZZLE LIVE CHAT

WITH
ISHTPREET SINGH
ON
20th SEPTEMBER, 7 PM TO 8 PM
TOPIC:
KAN KHAJURA TESAN

TOPIC OF THE FORTNIGHT

SUCCESS STORY

KAN KHAJURA TESAN

Hul's stunning mobile marketing initiative that has become the largest
media channel in bihar and jharkhand within 6 months of its launch.

OVER

16

MILLION

SUBSCRIBERS

18

130

USERS ADDED
EVERY HOUR

AD IMPRESSIONS

THOUSAND

MILLION

THE STORY

SMILE ON 16 MILLION FACES

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

THE GOAL

REACHING OUT TO RURAL CONSUMERS

73% of India is rural. There is no TV, no cinema, limited
print, 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 out

Jeff Bezos

CEO, Amazon.com

THE SOLUTION
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 and
Bhojpuri-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 been
rapid. 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 to
other useful information such as the frequency of the calls, the time of day the
calls come in, the numbers from which repeat calls are made, and perhaps most
importantly, the exact point during the capsule at which the caller decides to hang
up. The dashboard also shows the number of ad impressions for, say, a Lux versus
a Lifebuoy.
Watch the video to learn more > https://www.youtube.com/watch?v=nbM9eAo_S_4

BUZZLE EXPERT

ADDITIONAL EDUCATION
2007
P.G.D.B.M, XLRI, Jamshedpur

2007-2008
Management Trainee UFLP

2008-2009
Area Sales Manager, North East Rural

ISHTPREET
SINGH

2009-2010
Area Sales Manager, Calcutta Metro

2010-2012
Customer Marketing Manager, Personal Care
Modern Trade

2012-2013
Sr. Brand Manager, Mass Fabric Wash

2014-present
Marketing Manager, Mass Fabric Wash

MUST BUZZLES
1
2
3

How to leverage on changing consumer habits even on

aspects which have little direct co-relation to your
Business.
Irrespective of the Size and age of your brand there will
always be consumers who are not aware about your
brands.
How marketing to rural consumers can help build Highly
durable Brand Loyalties.