HUL`s Mobile Marketing Campaign: Kan Khajura Tesan



Case Code :CLMM139
Publication date :2020
Period :2013-2015
Subject :Marketing Management
Industry :FMCG
Organization :Hindustan Unilever Limited (HUL)
Length : 6 pages
Teaching Note :Available
Country :India


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Abstract: ICMR India ICMR India ICMR India ICMR India RSS Feed

The caselet is about ‘Kan Khajura Tesan,’ (KKT), an innovative marketing campaign launched by HUL in 2013 to provide entertainment to the people living in the media dark remote rural areas of India and to advertise the company’s products through entertainment channels on the mobile platform. ‘Give us a missed call and get free entertainment’ was the promotional message of the campaign. The campaign was a win-win strategy for both consumers and the company. The people benefitted from the mobile entertainment while the company gained a lot in terms of mobilizing potential consumers and running a massive awareness drive for its brand products.


» Understand the innovative mobile marketing campaign of HUL for promotion of products.
» Analyze the consumer’s responses and company’s experience about the campaign.
» Understand the issues and challenges in creating and rolling out a mobile marketing campaign.
» Explore ways in which the company could make its mobile marketing campaign more effective.


In 2015, ‘Kan Khajura Tesan’ (earworm radio channel) (KKT), a campaign launched by FMCG giant Hindustan Unilever Limited (HUL) in India, was adjudged as the best marketing campaign globally by global marketing intelligence service Warc 100 , . The aim of the mobile marketing campaign launched in 2013 was to deliver a free radio-on-demand service to people in remote rural areas and to advertise HUL products through entertainment channels on the mobile platform. The channel became so popular that it attracted 12 million subscribers in less than 10 months of its launch. These included 1 million unique callers per month. ..

Key words:
Mobile Marketing,Kan,Khajura,Tesan,HUL,KKT,Hemant Bakshi,Cannes festivals,Ponds White Beauty"

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