Yesterday I received a WhatsApp from a famous shoe company. A catalogue. The local store manager shared that with me and followed it up with a phone call to enquire if I have any footwear needs and assured that they will provide an immediate resolution. Although I appreciate the intent, I found it intrusive and non-engaging. Contrast this with a 2015 approach of FMCG major HUL.
Way back in 2015, I had come across an interesting article in Economic Times which talked about a radio channel called Kan Khajura Tesan. The article suggested that the trigger for the channel was HUL’s need to reach out to consumers who were living in rural areas of Eastern part of our country. Close to 200 million and they were in network dark zones, therefore had limited access to TV. Rather than running a traditional media campaign in reaching out to the consumers. HUL launched a radio channel. The idea was simple and used basic mobile telephony. Anyone could give a missed call on a toll-free number. In return they would receive a call back which is 30 minutes of entertainment. Popular Hindi songs, jokes punctuated with advertisements of HUL brands. At that time HUL had a subscriber base of 35 million who were using the channel. Need based, engaging, and participative.
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