“Single largest media channel in the launch states of Bihar and Jharkhand”

KKT covers 60% of the non – TV households in the media dark belt.

In just 5 months of the idea coming alive, we got more than what we had set out to - Over 8 Million subscribers in two states. KKT now has over 33 million subscribers!

And we are adding about 1 million callers per month.

After implementing the data intelligence dashboard, the average time that a listener engages with KKT has gone up from 15 minutes to 21 minutes.

The consumer profiling dashboard now holds 0.4 million consumer profiles.

The campaign has also delivered over 380 Million brand impressions till date with 3.1 million unique callers engaging per month.

“Creating dynamic programming capsules”

The dashboard tracks each call with pin-point precision and can accurately track the time of the day that most callers call in and the content they have maximum affinity towards.

The day part and preference tracking enables the system to schedule content basis popularity. E.g. religious music in the early morning segment (5am – 8 am).

Each content segment is ingrained with a skip, like and favorite option. Basis this selection the user is served relevant content, the next time he/she comes on the platform.

“Consumer profiling and remarketing”

KKT has also become one of the largest consumer profiling platforms for HUL. A dynamic lifestyle segments based questionnaire is programmed in the system.

e.g: First question “Do you own a washing machine? Basis response Yes/No, the next question is thrown. Next chain of questions programmed as per subsequent responses.

Each time another set of profiling questions is asked to the consumer, an incremental approach is applied to be able to gather new information on the consumer.

The data collated is crucial for remarketing campaigns employed by HUL brands.