Kan Khajura Tesan (KKT) is a unique media channel that resides on the one device that is omnipresent even in the most media dark areas of the country; mobile phone. Media dark refers to regions where the ratios of entertainment options (TV, print, radio) are low compared to rest of the country. In such markets, marketers battle for ad space on limited mediums.
Last year KKT brought a communication revolution in these markets by creating a single number that provided always on, on demand and free entertainment. HUL adverts were integrated with the content. With the help of KKT, Hindustan Unilever (HUL) has broken the cycle of the share of voice battle in these markets.
This year KKT focussed on intelligent analysis of platform interaction data to create enhanced user experiences, dynamic content delivery and customized programming capsules.
KKT now boasts of a 32 million and growing subscriber base, and over 300 million ad impressions that have been successfully delivered.