9X Media: Contagious tuning

By Devesh Gupta , afaqs!, New Delhi | In Advertising | June 25, 2013
The music network on the eve of World Music Day launched its first brand campaign with the idea, 'Music is contagious'.

9X Media, the music network that offers five channels, launched its first brand campaign titled 'Tung Tucking Ting' on June 21. The brand campaign includes a music video that has its lyrics around the tune 'Tung Tucking Ting'.

The campaign was preceded by a teaser campaign launched on June 10 on the digital platform, where it released just one line of the song's lyrics on its microsite, (, and on YouTube. A large number of people then recorded their moves to the tune and posted them on YouTube. Many of these videos have received a good number of views.

First brand campaign of 9X Media

Tung Tucking Ting video

Tung Tucking Ting video

The network has inculcated all the videos on its microsite, along with the Facebook Page of 9X Media, where people are responding to the campaign. It has also initiated conversations on the Twitter platform at #tungtuckingting.

The brand campaign video is shown on all the channels of the network. It has also integrated the theme with all its characters (Bade-Chhote, Bheegi Billi, Halkat, Chilli Chicken, Sawal and others) present on different channels. Several celebrities were also seen dancing to the tune.

The network is also promoting its campaign via Red FM across its stations.

The Tung Tucking Ting music video aims to highlight the power of contagious music. It shows how music lovers come into contact with the 9X Media tune - Tung Tucking Ting - and how this catches on and gets passed on to others, who also start singing the song.

Speaking about the idea behind the campaign, Punit Pandey, executive vice-president and new business head, 9X Media Network, says, "The theme behind the campaign is 'Music is contagious and it grows on you'. So, after a lot of thought, we came to this tune and decided to video the theme in a fun way. The second part of our idea was that being the largest music broadcaster of the country, we wanted to communicate the idea that whenever you think music, think 9XM."

The Tung Tucking Ting song is written and composed by Vaayu Srivastava and arranged by Tanishk Bagchi. The music video was created in association with Clockwork Studio.

The campaign will continue for at least another week on the channels.

The target audience for the campaign is in the age group of 15-25 years, though the content on the channels is being consumed by people aged 15 to 45 years.

The network offers the channels 9XM, 9X Jhakaas, 9X Jalwa, 9XO and 9X Tashan. The channels feature only music content, with humour added by animated/cartoon characters. Pandey adds that the formula has worked well for the group since the beginning.

The network believes that the biggest challenge for it is to increase sampling. Its closest competitors in the Hindi music genre are Sony Mix, B4U Music, MTV, Masti and others.

9X Media was launched in 2009 and in less than four years, it has gone to five channels though it aims to consolidate them before taking the next step. The network has carried out several campaigns in the past, including tie ups with Cinemax, Instagram and others to connect with the right audience.

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