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9XM announces Mentos Bheegi Billi Date Hunt Contest - Printable Version

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9XM announces Mentos Bheegi Billi Date Hunt Contest - Mr.Bhat - 05-10-2009

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Bollywood music channel 9XM has announced that it is organizing a unique contest, in associating with Mentos - around its very popular animated character - Bheegi Billi. The contest – Mentos Bheegi Billi Date Hunt – will urge 9XM fans to come up with wacky and cool ideas to help that warm hearted but quintessential loser Bheegi Billi win a date. The best entry will get a chance to win a holiday package for a couple to visit the greatest shrine of love, the Taj Mahal in Agra.

Vikas Varma, Head, Music Entertainment Channels - INX Media, says, “Since the Channel’s launch 9XM’s animated characters have become extremely popular amongst the youth in India. 9XM’s Bheegi Billi has become a youth icon and youngsters identify with Bheegi Billi’s plight for not getting a date. We therefore thought of this contest which will give 9XM fans an opportunity to share their wacky and cool ideas and experiences to help their favourite Bheegi Billi win a date.”

Punit Pandey, Vice President, Ad Sales, INX Media, says, “Given the popularity of 9XM dudes, we are now bringing them to life through activations across media platforms such as TV, radio, online and on-ground. This would also help create multiple touch points and twoway interaction with our viewers.” Pandey adds, “We have been working closely with Perfetti to indentify synergies between our brand personalities. Valentine’s Special with Mentos was just the right fit and it also takes our relationship with Perfetti beyond advertsing spots. The idea is to partner with key clients/brands to build stronger relationships.”

9XM, launched in October 2007, has raced to the Number One position amongst all music entertainment channels, and today is the world’s biggest Bollywood music channel, having enjoyed an unchallenged leadership for 66 weeks running (CS 4+, HSM). Among the youth segment, in the last 10 weeks (CS 15-24 yrs, HSM) 9XM has averaged 52 GRPs, way above MTV (38.7), Channel V (11.5) and Zoom (27 GRPs).