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Using cloud telephony for distributing content-The Kan Khajura Story

By C Chaitanya

To be frank, when Hindustan Unilever approached us for Kan Khajura Tesan, we were a little doubtful of the idea. After all, who would give a missed call and listen to bollywood content.

Now after 2 years and 34 million subscribers later, we have been proven wrong. By far, this has been one of the most successful campaigns ever carried out by HUL.

The numbers are mind boggling. As has been reported, 35 million subscribers, 45 million ad impressions in last 15 months, 900 million minutes consumed. It has won every award that has to be won in marketing including the Golden Lion at Cannes. If this was a web site, this would have been one of the top web sites in India with regular visitors and MAUs.

So hats of to the HUL team for pulling this off. And we are thankful that you let us be a part of this wonderful journey and proud that Ozonetel powers this huge platform.

In a way, I think this can be the future. At a time when the voice usage minutes are going down, KKT has shown that we can use the same networks to disseminate content too. And the quality is telco standard. I think with the future advancements in telco technology, the days of HD Audio is not far ahead and I can only dream of what new content can be delivered to all the connected people.

Most handsets are optimized for voice calling and give better battery life than connecting to data and playing songs.

To be frank, there is still a long way to go. Costs have to be consolidated. Quality has to improve. But I think KKT has shown a brief glimpse of what it takes to deliver content using phone networks.

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