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BUZZLE LIVE CHAT
WITH
ISHTPREET SINGH
ON
20th SEPTEMBER, 7 PM TO 8 PM
TOPIC:
KAN KHAJURA TESAN
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SUCCESS STORY
THE STORY
SMILE ON 16 MILLION FACES
KAN KHAJURA TESANHul's stunning mobile marketing initiative that has become the largest
media channel in bihar and jharkhand within 6 months of its launch.
180030000123 is the number Hindustan Unilever (HUL) usesto inject a dose of entertainment into the lives of millions ofrural Indians and up its business in these areas. 'Missed calllagao, muft manoranjan pao' is the tagline of HUL'seight-month-old Kan Khajura Tesan (or KKT), an on-demand,entertainment channel on the mobile platform.
OVER
MILLION
16SUBSCRIBERS
18THOUSAND
USERS ADDEDEVERY HOUR
MILLION
130AD IMPRESSIONS
TOPIC OF THE FORTNIGHT
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THE GOAL
THE SOLUTION
73% of India is rural. There is no TV, no cinema, limitedprint, and an erratic radio, making it challenging to reach
out our rural consumers.
I think frugality drives innovation, just like
other constraints do. One of the only ways
to get out of a tight box is to invent your
way outJeff BezosCEO, Amazon.com
“
”KKT is a 'mobile radio', that provides free entertainment to people who live in the'media dark' regions of Bihar, Uttar Pradesh (UP) and Jharkhand, India's Hindi andBhojpuri-speaking belt. The content is interspersed with ads for HUL's brands.
KKT claimed eight million subscribers in just six months and the growth has beenrapid. At present, HUL is also able to see, on a 'live dashboard' or graphical chart,the geographies (districts) that yield maximum traffic. Moreover, HUL has access toother useful information such as the frequency of the calls, the time of day thecalls come in, the numbers from which repeat calls are made, and perhaps mostimportantly, the exact point during the capsule at which the caller decides to hangup. The dashboard also shows the number of ad impressions for, say, a Lux versusa Lifebuoy.Watch the video to learn more > https://www.youtube.com/watch?v=nbM9eAo_S_4
REACHING OUT TO RURAL CONSUMERS
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ADDITIONAL EDUCATION
P.G.D.B.M, XLRI, Jamshedpur
Management Trainee – UFLP
Area Sales Manager, North East Rural
Area Sales Manager, Calcutta Metro
Customer Marketing Manager, Personal CareModern Trade
Sr. Brand Manager, Mass Fabric Wash
Marketing Manager, Mass Fabric Wash
2007
2007-2008
2008-2009
2009-2010
2010-2012
2012-2013
2014-present
BUZZLE EXPERT
MUST BUZZLES
ISHTPREETSINGH
1 How to leverage on changing consumer habits even onaspects which have little direct co-relation to yourBusiness.
2 Irrespective of the Size and age of your brand there willalways be consumers who are not aware about yourbrands.
3 How marketing to rural consumers can help build Highlydurable Brand Loyalties.
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