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.