In 2013, Hindustan Unilever launched Kan Khajura Tesan (Earworm Radio), a missed call service which plays blocks of Hindi entertainment content (such as Bollywood music and devotionals), interspersed with advertising for the company's brands. Unilever intended the service to be a method of engaging consumers in markets that were underserved by media and internet communications (such as Bihar, where the service was described as being the state's most popular "radio station"); as of 2015, it had achieved 200 million impressions.