Hindustan Unilever Ltd wanted a way to communicate with the 70% of India's population which lives in rural areas. With limited electricity, these regions are also 'media dark', but about 80% of people in these regions are mobile phone users.
Kan Khajura Station is a 'free mobile radio' providing users access to entertainment content through their phones - including RJ speak, jokes, and Bollywood songs - giving the entertainment hungry audience exactly what they want. Kan Khajura Station has now become the biggest media channel in Bihar, reaching out to more than 24 million consumers.
Campaign: Kan Khajura
Station Client: Hindustan Unilever Ltd
Agency: Lowe Lintas, India The Creative Thinking Masterclass with Yonathan Dominitz is coming to Lisbon on March 13, 2015 - Learn more here