A live marketing stunt In India reached over 130 million people lack access to electricity who do not use radios or television to receive information from the city.
Yet over 65% of the population has a mobile phone in the states of Bihar and Jharkhand. Based on this observation, Unilever has worked with the agency Lowe and Partners to establish an operation to make radio accessible to citizens via their mobile phone.
Individuals who wish to be entertained with some music simply to call a special number: 180030000123. The latter then recalls and offers 15 minutes of free radio listening to The Kan Khajura Station. This also aims to enable Unilever brands to reach these populations with limited access to technology and information through radio spots.
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And registered Commes Pond’s (beauty products), Close Up (toothpaste Signal France) or Wheel (machine maintenance products) were able to increase their visibility by this new medium.
During the first week, the radio has received 150,000 calls each day and in 6 months, this medium has become the biggest media in the two states of Bihar and Jharkhand. A total of 140 million minutes of advertising and other content has been listened to, or more than 13 000 hours of commitment each day.
