A mobile marketing initiative by HUL

1. KAN KHAJURA TESAN
HUL’S MOBILE MARKETING
INITIATIVE
Eesha -
13810029

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

8. THANK YOU