Kan Khajura Tesan now takes on corruption

It aims to set a world record by getting as many missed calls as possible in 120 hours on its toll free number 1800-30-000-123 this Independence Day

BestMediaInfo Bureau | Mumbai | August 12, 2014

This Independence Day, Kan Khajura Tesan, which is India's first free and on-demand entertainment mobile radio channel owned by Hindustan Unilever, will undertake an new initiative to fight corruption in the country. It aims to set a world record by getting as many missed calls as possible in 120 hours from the people of India on its toll-free number 1800-30-000-123 (Atharasau tees hazar ek do teen).

This is how it will work. To pledge against corruption, the audience will have to give a missed call on the station's toll-free number from their mobile phones. In a few seconds, the consumer will receive a call back from the channel to confirm their participation in the endeavour to set a world record along with 20 minutes of free entertainment. Between August 13-17, Kan Khajura, will also be donating Re 1 for every 100 missed calls received during the period.

Speaking about the initiative,  Priya Nair, Vice-President at Hindustan Unilever, said, “Kan Khajura Tesan is one of India's biggest, free and on-demand radio channels with over 1.4 crore subscribers and more than 25 crore minutes of radio engagement. With this initiative, we want to use this powerful platform to drive a social change. The initiative of pledging against corruption has never been attempted at this level anywhere in the world yet, and with the support of Indians we want to create a record of which every Indian can be proud.”

Kan Khajura Tesan was launched in October 2013 in Bihar and Jharkhand and the service was expanded in August 2014 across Uttar Pradesh, Uttarakhand, Madhya Pradesh, Chhattisgarh, Himachal Pradesh, Haryana, Punjab, Rajasthan, Gujarat and Maharashtra. This unique mobile marketing initiative bagged three Gold Lions at Cannes this year.

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