9X Media to release 'Music Dil Mein' on World Music Day

By afaqs! news bureau , afaqs!, Mumbai | In Media Publishing | June 20, 2014
The video is scheduled to be launched on June 21st when 150 lounges across key markets will play the song on June 20 midnight to welcome World Music Day.

9X Media, the music network that offers music channels 9XM, 9X Jalwa, 9X Jhakaas, 9XO and 9X Tashan, is all set to scale up its celebrations on the World Music Day.

A screenshot of the Facebook app

Facebook creative

Facebook creative

Teaser of Music Dil Mein video

Punit Pandey

The network has been doing interesting activities to commemorate the occasion in the last two years. This time around, it has managed to bring together 13 Bollywood singers to compose and sing a music piece for the network, which will hit on various platforms on World Music Day - June 21.

The artistes who have contributed to the music video titled, 'Music Dil Mein' are: Sid Mahadevan, Shalmali Kholgade, Anushka Manchanda, Benny Dayal, Harshdeep Kaur, Amit Trivedi, Pappon, Rochak Kohli, Neeti Mohan, Hamsika Iyer, Shruti Pathak, and Shweta Pandit and Palak Muchhal. The teaser for the 3-minute-30-second music video is currently running on all the channels of the network.

According to Punit Pandey, EVP and business head, 9X Media, doing something around World Music Day is important because 9X Media is the largest music broadcast network in the country. "We did the 9XM Wall of Music in 2012 and Tung Tucking Ting campaign in 2013. The scale this time is definitely much higher than the previous years."

The objective, Pandey adds, is not to generate revenue with the specially created properties. "These are brand activities and the return-on-investment is the accomplishment of our mission: the audience should think of 9X Media when they think of music. This is the kind of push we are targeting for the brand 9X." The music video will air across the network channels.

The company has tied up with around 150 clubs and lounges across key cities, which will be playing this track simultaneously to usher in World Music Day in India on the midnight of June 20. The key cities for the activation include Mumbai, Delhi, Pune, Bangalore, Chandigarh, Ludhiana, Bhopal, Jaipur, Indore, Hyderabad, Kolkata and Goa. Around 25 venues from Lemontree Hotels will be playing the song. The others include Timbuctoo (Mumbai), Tangerine (Goa), Aqua (Kolkata), Euphoria (Delhi) and Blue Ice (Chandigarh).

On the digital front, a Facebook application will be launched to enable users play the music via their keyboards. The music will be available across all major digital song platforms like saavan.com and gana.com. The channel has tied up with Radio City that will play the song and also have RJs mention the same. The song will be available as ringtone and callertune with major telecom providers.

On-ground, a 60' LED screen will be assembled at Oberoi Mall in Mumbai. This motion sensor screen will enable patrons of the mall to dance to the tune and win free goodies, the channel said. For the record, in 2012, the '9XM Wall of Music' was installed at the Chhatrapati Shivaji Terminus in Mumbai and DAME Shivaji Stadium in Delhi. Based on the Augmented Reality technology, this Wall of Music enabled multiple songs downloads from the latest Bollywood movies.

Music lovers were allowed to download songs by scanning the Bollywood movie posters placed on this wall, with their smart phone devices. People who did not own a smart phone could also download songs from the 9XM Wall of Music by sending an SMS to get the song link on their phones for further download. The Limca Book of Records credits the Wall of Music as the largest music wall in India. Approximately 10,000 downloads were reported within a time frame of 12 hours.

The 9X Media Campaign in 2013 was a unique song titled 'Tung Tucking Ting', which emphasised the Network's connect with music. Uploaded on YouTube as an audio, the launch was received rapturously on the internet. In just a week's time over 70 videos came up on YouTube. These were various versions of what users had done with Tung Tucking Ting song. Over and above the videos there were umpteen conversations across social platforms.

Besides the main video, various celeb integrations were done. The celebs included Ranbir Kapoor, Deepika Padukone, Ranveer Singh, Farhan Akhtar, Mika Singh and Honey Singh. This initiative was recently given the Asian Customer Engagement Awards for Digital Marketing.

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