Hindustan Unilever Ltd, the country’s largest FMCG company
by sales, known for its products like Lux, Dove and Surf wanted
to reach out to consumers in the media dark areas of Bihar and Uttar
Pradesh. Over 86% of consumers in these geographies owned mobile
phones, so the company created a radio channel ‘Kan Khajura Tesan’.
The station is now the biggest channel in those geographies !!!