Abstract

The caselet is about ‘Kan Khajura Tesan,’ (KKT), an innovative marketing campaign launched by HUL in 2013 to provide entertainment to the people living in the media dark remote rural areas of India and to advertise the company’s products through entertainment channels on the mobile platform. ‘Give us a missed call and get free entertainment’ was the promotional message of the campaign. The campaign was a win-win strategy for both consumers and the company. The people benefitted from the mobile entertainment while the company gained a lot in terms of mobilizing potential consumers and running a massive awareness drive for its brand products.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the innovative mobile marketing campaign of HUL for promotion of products.
• Analyze the consumer’s responses and company’s experience about the campaign.
• Understand the issues and challenges in creating and rolling out a mobile marketing campaign.
• Explore ways in which the company could make its mobile marketing campaign more effective.

Keywords

Mobile Marketing,Kan,Khajura,Tesan,HUL,KKT,Hemant Bakshi,Cannes festivals,Ponds White Beauty"