Thirty crore more consumers can now tune in to Kan Khajura Tesan
~Hindustan Unilever extends its award winning â€˜on-demand radio’ to 10 new states~
~1800 30 000 123 pe Missed Call Lagaao, Muft Manoranjan Pao~
Mumbai, August 2014: Kan Khajura Tesan, India’s first free and on-demand entertainment mobile radio channel owned by Hindustan Unilever is expanding its services across all Hindi speaking regions of India. After reaching a whopping 1.4 crore subscriber base from Bihar and Jharkhand alone, Kan Khajura Tesan will now be available from August 2014 to over 30 crore consumers across Uttar Pradesh, Uttarakhand, Madhya Pradesh, Chhattisgarh, Himachal Pradesh, Haryana, Punjab, Rajasthan, Gujarat and Maharashtra.
Large numbers of our rural consumers live in media dark areas or are placed with acute power shortages. This has resulted in people relying heavily on mobile phones for entertainment. Around 86% of the population in these areas own and use mobile phones. HUL leveraged on this consumer insight and developed Kan Khajura Tesan, India’s first free and on-demand entertainment mobile radio channel to engage with its consumers. This was first piloted in Bihar and Jharkhand in 2013 and received tremendous response. Within the first six months it had over 80 lakh subscribers thereby making it the biggest media channel in Bihar and Jharkhand.
To enjoy the content of the channel the audience has to give a missed call on the toll free no 1800-30-000-123 (Atharasau tees hazar ek do teen). In a few seconds the consumer will receive a call back from the channel offering 20 minutes of free popular content comprising of Hindi music, jokes, sher-o-shayari and the latest news from Bollywood. Kan Khajura Tesan also ties-up with latest Bollywood movies, so the audience get an opportunity to engage with their favourite stars like Salman Khan, Ajay Devgn, Akshay Kumar, etc. In addition to the entertainment, Kan Khajura Tesan offers to its listeners a fun educative session wherein they can learn one English word a week.
Speaking on the launch of Kan Khajura Tesan, Ms. Priya Nair, Vice President at HUL said, “Areas that were otherwise termed to be â€˜media dark’ now don’t lack 'entertainment’ with â€˜Kan Khajura Tesan’ reaching out to more than 1.4 crore subscribers. In total, we have over 25 crore minutes of engagement with our patrons. We developed the idea to address a business problem of reaching consumers in remote rural markets. Creating a mobile based radio channel has brought entertainment to consumers who have almost no access to traditional entertainment. The overwhelming response has encouraged us to expand in other parts of India.”
An avid listener from Saharsa, Bihar says, “We face power cuts for six to seven hours daily. This problem makes mobile phones our primary source of entertainment. I heard about Kan Khajura Tesan six months ago from my son. Just by giving a missed call it provides me with Muft Manoranjan, whenever I want. Since then my entire family has become an ardent fan of this service. The jingle is also easy to remember— Atharasau tees hazaar ek do teen.”
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