Atul GuravWendell GodinhoTeja MulagalaShubham ParsekarKaran GujralMohit Bhat

PUT CUSTOMER NEEDS “FIRST”

“Mobile is not the future, it is the now. Meet your customers in the environment of their choice, not where it is convenient for you.” -Cyndie Shofftall

Agenda Introduction

Situational Analyse Of HULStrategyExecutionROMI / Results

LOGO- a visual expression of commitment

Hindustan Unilever Ltd.HUL is a subsidiary of Unilever , which have a strong local roots in more than 100 countries across the globe with annual sales of €48.4 billion in 2014.

Unilever has 67.25% shareholding in HUL.

With over 35 brands spanning 20 distinct categories such as soaps, detergents, cosmetics, packaged foods…

The HUL has over 16,000 employees and has an annual turnover of INR 30,170 cr (financial year 2014 – 15).

HUL

PSIWFP

UNICEF

WDF

STC

Mission: To improve quality of life through the provision of hygiene, sanitation, access to clean drinking water, basic nutrition and enhancing self-esteem in urban & rural.

Campaign Name

Downloading

What's my Name ??

Kan Khajura Tesan

Unique Media Channel

Situational Analysis Of HUL

Untapped Rural market, Bihar and Jharkhand.Infrastructure major problem targetMedia coverage frequent power cuts.Connecting & downloading from telco made mobile entertainment saving talk time was important to this target market.

HUL decided to set up a MOBILE( NEW) + RADIO (traditional) KKT channel was born October 2013 Free advertiser owned entetainment channel on mobile.Developed by :Lowe Lintas & PHD India

Strategy

Creative Strategy: Unilever created own media channel for mobile named Kan Khajura Tesan (KKT) A dial-in mobile radio channel offering free on-demand entertainment. The channel offered jokes, music, and the latest Bollywood, radio advertisements.

Target Audience: 86% of its target community population owned a mobile phone.Nearly 300% the number who owned a television. Mobile phones in Hindustan Unilever’s target regions served as the population’s main source of music and entertainment. The practice of preserving talk time on mobile was also very important to this market.

Execution

Mobile Execution

KKT channel was piloted in Bihar.Unilever brought mobile operators and content providers (Hungama) together.Free Entertainment + Brand Awareness

KAN KHAJURA TESAN WORKSInvited Local audiences to give a missed call on a toll free number. (180030000123)Receive a free call back offering access to the entertainment stream.Pre-programmed channel - Hindustan Unilever ad spots, jokes, and a radio jockey host.Every week, a caller has access to an 15 minute capsule of entertainment.‘Reminder Call’DND

ROMI / Results

Results

• HUL created largest media channel - $ 0.04 (U.S.) per contact• Post Six months more than 8m subscribers. • The consumer base is growing at an average of 35,000 per day, and

the project eventually aims to reach 20 million households.

ROI56%

39%

20%

1.Asian Marketing Effectiveness & Strategic Award 2015

Category Sub Category

Effectiveness Innovative use of Media

Digital Strategy Digital Innovation

Awards

Category MedalBest use of Media

Best use of Integrated Campaign

Concluded?