A marketing initiative called Kan Khajura Tesan uses cell phones to broadcast radio in media blackout zones. The Cannes Lions Gold-winning radio station from Hindustan Unilever Limited is on 24-7 in areas with scarce access to electricity. This allows people living in the area to call in and listen.
Kan Khajura Tesan solves the problem traditional media sources like radio and television create by always having to be plugged in. Rural communities in developing countries don't always have access to electricity, which has resulted in mobile phones becoming the primary device of these community members. This contextually appropriate solution reaches out to these people.
To listen, they just have to dial the station's phone number and hang up once connected. Kan Khajura Tesan will call them back, resulting in free entertainment as long as they stay on the line.
Phone-In Radio Access
Kan Khajura Tesan is an Always-On Radio Station for Those in Remote Areas
Trend Themes
1. Mobile Radio Broadcasting - Businesses can explore how to implement phone-in radio access, allowing people in media blackout zones to use their mobile phones for radio broadcasting.
2. Contextually Appropriate Solutions - There's a new space for creating contextually appropriate solutions in developing countries, leveraging technology to reach out to people with entertainment offerings.
3. Always-on Radio Stations - The concept of always-on radio stations can be explored by industries, particularly in countries where electricity access is a challenge, to offer free entertainment to people in remote areas.
Industry Implications
1. FMCG - Fast-Moving Consumer Goods (FMCG) companies can explore phone-in radio access to reach out to people in remote areas with their advertising campaigns.
2. Telecom - The telecommunications industry can create new revenue streams by partnering with radio stations to offer phone-in radio access to rural communities without electricity.
3. Media and Entertainment - Media and entertainment companies can examine phone-in radio access as a way to reach new audiences, particularly in developing countries where traditional media sources are not accessible.