Around 850 million people in India own mobile phones, whereas only half this number owns TV sets. Of these, the vast majority of the rural population use feature phones. How can the Government and an NGO’s use feature phones to drive home important messages like gender sensitivity to these audiences?
The answer is a “Missed Call” campaign combined with phone infotainment. Naubat Baja enticed callers with the promise of free infotainment via mobiles using an FM radio format while cleverly packing in gender awareness messages and jingles.