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HUL's Kan Khajura Tesan takes on corruption

13-August-2014
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HUL's Kan Khajura Tesan takes on corruption

Kan Khajura Tesan, India’s first free and on-demand entertainment mobile radio channel, has undertaken an initiative that seeks to take the fight against corruption to every Indian’s doorstep. Since the issue strikes a chord with every Indian, the anticipated response could even create a world record.

This ‘Independence Day’ week, Kan Khajura Tesan aims to set a world record by getting as many missed calls as possible in 120 hours from Indian citizens on its toll free number 1800-30-000-123. To pledge against corruption, the audience has to give a missed call on Kan Khajura Tesan’s toll free number from their mobile phones. In return, Kan Khajura Tesan will donate Re 1 for every 100 missed calls received between August 13 and August 17 to the National Anti Corruption Investigation Bureau. Once the consumer gives a missed call to Kan Khajura Tesan, in a few seconds the consumer will receive a call back from the channel to confirm their participation in the endeavour to set a World Record along with 20 minutes of free entertainment.

Elaborating on the initiative, Priya Nair, Vice President, Hindustan Unilever said, “Kan Khajura Tesan is one of India’s biggest, free and on-demand radio channels with over 1.4 crore subscribers and more than 25 crore minutes of radio engagement. With this initiative, we want to use this powerful platform to drive a social change. The initiative of pledging against corruption has never been attempted at this level anywhere in the world yet, and with the support of Indians we want to create a record of which every Indian can be proud.”

The Kan Khajura Tesan mobile radio channel is owned by Hindustan Unilever. Today, it claims to have over 1.4 crore subscribers. Launched in October 2013 in Bihar and Jharkhand, the service was expanded in August 2014 across Uttar Pradesh, Uttarakhand, Madhya Pradesh, Chhattisgarh, Himachal Pradesh, Haryana, Punjab, Rajasthan, Gujarat and Maharashtra.

Kan Khajura Tesan, which literally translates to ‘ear worm radio channel’, aims to help HUL brands engage with rural consumers in media dark areas. 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.

The Kan Khajura Tesan initiative has also received several global recognitions, including three Gold Lions at Cannes Lions 2014.

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