The overall objective for Unilever, was to educate consumers who lived in media dark geographies about their brands. With no electricity for 8-10 hours every day, this couldn’t be done using traditional media like TV and Radio. Kan Khajura Tesan was an answer to address this problem. By transforming their rudimentary mobile phones, we were able to give them something they didn’t have – The Kan Khajura Tesan – a 15 minute free, on-demand, entertainment channel that worked with just a missed call.
