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 ratio 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.
KKT has brought a communication revolution in these markets by setting up a number that streams entertainment content all year round. All that a consumer has to do is give a missed call to receive a call back with the entertainment capsule. The brand communication is interspersed with the entertainment content. With the help of KKT, Hindustan Unilever (HUL) has broken the cycle of the share of voice battle in these markets.
KKT is now the single largest media channel in the regions where it is active, with a consumer base of over 7 million subscribers. 56 million ad impressions have been delivered till date on KKT. With direct access to these unreachable consumers, the HUL brand spontaneous awareness scores have sky rocketed (Wheel – 20%, Ponds White Beauty – 56%, Close Up – 39%)