We got together mobile operators, content providers and our brands to create The Kan Khajura Station.
To join us all they had to do was give a missed call to a number, and we would call them back with jokes, music, Bollywood songs, and advertisements from our brands.
To popularize the number, we put up posters and banners everywhere people gathered - Railway Stations, local cattle fairs, gas stations, mobile recharge outlets etc. We even used out bound calls. All with a simple message to give a missed call to a number for free entertainment.
We successfully created a community of entertainment lovers with 24 million callers and 8 million loyal listeners who didn’t just join us but also spread word to their friends and family. We are now the largest media channel in the region.
We targeted an ambitious 6-7 million calls in 6 months. But people kept dialing in with a peak of 200,000 calls in a single day. Our goal was 10% of the population in 6 months. We got 25.5%.
We have 13000 hours of engagement each day and 2.3 million hours till date. We delivered 70 million ad impressions. Rise in spontaneous awareness – ponds 1400 bps, Close up-1300 bps, wheel-1100 bps. We created a new media through a rudimentary mobile phone that brought people out of media darkness and connected them with the world.
All this at a cost of under 4 cents per person.
While the world is connected and spoilt with an overload of entertainment through regular media and digital mediums, there are parts of the world where people live isolated from all of this. Such as Bihar and Jharkhand, two states in India where power cuts of up to 8-10 hours everyday, leave them disconnected from the world.
However with a population of 130 million, they were key growth markets for Unilever and we had to find a way to reach out to them. Our answer lay in the only electronic equipment that people here kept turned on- a rudimentary mobile phone. And 54 million people here had one!
So we transformed their rudimentary mobile phones into an entertainment medium - THE KAN KHAJURA STATION - A 15 minute free, on-demand, entertainment channel where anyone could call in and enjoy the entertainment for free.