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.
This innovative mobile marketing initiative, has been recognised with the prestigious Lions Gold awards at Cannes. It has been awarded three golds in the use of audio, use of mobile and response/real time activity categories.