Bade-Chhote go 3D to promote 9X channels

By Raushni Bhagia , afaqs!, New Delhi | In Media Publishing | October 29, 2012
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The group has installed holographic X-sight screens at the domestic airport in Mumbai. Executed by UK-based agency Balfour Group, the 3D projection shows Bade-Chhote along with various channel logos.

9X Media Group, the network that boasts of six music channels, is carrying out an aggressive outdoor promotion drive centred around its iconic characters, Bade-Chhote. In April, the network arranged a Summer Escape Carnival, followed by the Wall of Music on Music Day in June. The network also released Bade-Chhote jokes in comic strips form from the Bakwaas Bandh Kar series across major restaurants and even as attachments to mails sent from 9X Media's office.

As an extension to this promotional drive, the network has now installed holographic X-sight screens at the domestic airport in Mumbai. The striking free-standing display units give the illusion of holographic figures standing in their 'goalpost' frames. Inside the frame, there is a 3D projection of a rotating cube. The flat surfaces of the cube carry the logos of the various 9X Media Group channels, including 9XM (a Bollywood music channel), 9XTashan (Punjabi music channel), 9XJhakaas (Marathi music channel), 9XJalwa (Hindi music channel), 9XM-UK and 9XO (international music channel). This frame also shows Bade-Chhote standing right behind the logo, waving their hands at the viewers.

Executed by UK-based agency Balfour Group, the bottom of the 3D projection carries the line, 'India's No. 1 Music network'.

Although the initial plan was to carry on the innovation for a month in October, the channel has extended it for another month, considering the impact of the 3D images.

Kapil Sharma, vice-president, marketing, 9X Media, says, "Since our characters and logos are animated, the X-sight display at the airport does a stunning job of bringing our characters to life where viewers are bored and seek entertainment."

Sharma adds, "It is our constant endeavour to be innovative and entertaining - be it on-air with our content or on-ground with activations. This time, we've explored an innovative technology for our brand communication. We are amongst the first few brands to use this innovative technology developed in the UK and we're confident that it will go down well with our current and potential viewers."

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