Radio Station Reaches Remote Areas Through Cell Phones
Tuesday, June 24, 2014
Unilever in India launches a marketing initiative that provides entertainment and ads in areas unreachable by other media.
To reach the consumers in India’s “media dark” rural areas, Hindustan Unilever Limited worked with agencies PHD India and Lowe and Partners Worldwide to create a mobile media channel that leveraged the high mobile phone usage in the region.
Kan Khajura Tesan, which translates to “ear worm radio channel,” is an entertainment-on-demand, mobile-based initiative that has become the largest radio channel in India. To tune in to the mobile radio station, mobile phone users make a call to the station and the station will call them back and play songs, jokes, and ads in 15 minute segments. Users can call again and listen for another 15 minutes. The service is free to all mobile phone users.
The mobile radio station continues to be highly successful in areas like Bihar and Jharkhand since the villages in these areas cannot be reached by traditional media channels like TV, radio and print. These villages have no electricity for several hours every day, but a large percentage of the population own mobile phones – allowing the residents to be easily reached by the mobile radio station.