Kan Khajura Tesan: New crusade

Corruption is one subject that instantly strikes a chord with anyone in India. HUL-owned Kan Khajura Tesan, which created waves with its rural marketing initiatives, has identified that very chord and vows to take the fight against corruption to everyone.

To take the pledge against corruption, people have to give a missed call on Kan Khajura Tesan's toll free number from their mobile phones. In return, Kan Khajura Tesan will donate Re.1 for every 100 missed calls received between 13th August and 17th August to the National Anti Corruption Investigation Bureau.

Once the consumer gives a missed call to Kan Khajura Tesan, he or she will receive a call from the channel to confirm their participation in the endeavour to set a World Record. The bonus is a 20-minute free entertainment capsule.

Speaking about the initiative, Priya Nair, vice president, Hindustan Unilever says, "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 is a free and on-demand entertainment mobile radio channel owned by Hindustan Unilever. It 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. To enjoy the content of the channel a person has to give a missed call on the toll free number, after which he gets to listen to 20 minutes of free popular Hindi content, in the form of songs or jokes, when the channel calls back.