KKT has been initiated as an entertainment-on-demand platform to engage with rural customers by HUL in 2013. Here they live in media dark areas, and such consumers total up to 200 million plus. Essentially, it is a mobile-radio channel, and can be accessed on any mobile irrespective of the operator. These consumers get brand communication of HUL brands on this channel along with the programme. The channel can be accessed. The channel can be accesses by giving a missed call to 1800-30-000-123 and the call  gets disconnected after two rings. The caller in return receives capsules of entertainment and Hindi film music. They have also added a devotional section. KKT is now opening up it for brands beyond HUL’s own brands.