This story was first published on Live Mint.

PHD India’s managing director, Jyoti Bansal, has spoken to Live Mint about Hindustan Unilever Ltd (HUL)’s Kan Khajura Tesan (KKT).

 Joyti said the project, conceptualised by PHD India along with HUL, started off to serve HUL’s basic need to engage with consumers in places with few entertainment options compared with the rest of India.  This resulted in the KKT platform being built, to reach consumers in remote places where there are virtually no sources of entertainment.

In these areas, most people source their entertainment on their mobile phones. “We found that rate of penetration of mobile phones was 80% in rural areas, while TV was around 40%. In these places, there was a void for entertainment as compared to the rest of the country. That’s when we decided how we fill that gap through the phone”, said Joyti.

The campaign has won over 60 awards to date.

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