2. HOW DOES IT WORK
Give a missed call to 1800 3000 0123
HUL calls back and plays an entertainment
content comprising advertisements, bollywood
music, RJ talks, sher-o-shayari, jokes,
educative content and timely information
18 minute capsule entertainment
Brands promoted are Wheel, Surf, Lifebuoy,
Lux, Dove Soaps, Clinic Plus, Sunsilk, Fair
& Lovely, Pond's White Beauty and Vim
Technology partner: Ozonetel
3. NEED OF MOBILE MARKETING
INITIATIVE
Media dark areas
Bihar : TV and print media reaches only 20%
of population
TV reach- 20 million
Mobile reach-54 million
4. BACKGROUND STORY OF THE
CAMPAIGN
Another mobile marketing campaign organized
in UP and Bihar
Upon giving miss call, dialogues from Salman
Khan’s the then upcoming movie ‘Ek Tha
Tiger’ were played
Cost: 27p/call
5. RESULT OF KANKHAJURA
TESAN
Huge brand awareness created
11 million subscribers reached
180 million minutes of engagement
Advertisements heard 100 times
With a cost less than Rs 2.4/contact
6. ADDITIONAL BENEFITS
Access to information like:
Geographies that yield maximum traffic
Frequency of calls
Time of the day when call comes
Number of repeat calls
Point where phone is hung upon
7. FUTURE CHALLENGES
Customization of content
Preference of people in same region for jokes,
sher-o-shayari etc
Bend of people in north towards bollywood
and not of people in living in south
