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The Kan Khajura Tesan (KKT) team of Hindustan Unilever Ltd initiated a 120 hr activity all over the country including the Andaman & Nicobar Islands, which started at 00.01 am on August 13, 2014 and completed by 11.59 pm on August 17, 2014. During the period, 72,32,612 missed calls were received. The activity was in continuance of another activity of the same name wherein the consumer was required to give a missed call to 1800-30-000-123, to receive a call back from Kan Khajura Tesan, a free mobile radio entertainment channel. Kan Khajura Tesan, with pre-programmed content that consisted of popular local music, HUL advertising spots, jokes and an RJ to host the show, literally translates to ‘ear worm radio channel’. This initiative was first piloted in Bihar and Jharkhand on Oct 3, 2013 and then extended all across India on April 1, 2014. The promo was Missed Call Lagaao, Muft Manoranjan Pao translating to Give Us a Missed Call and Get Free Entertainment! The activity won three golds at Cannes in June 2014.