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.

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