9XM, the Bollywood music channel from 9X Media, in an interesting brand integration exercise with 5 Star, has brought together two famous animated characters - Bade Chote and 5Star's famous Ramesh Suresh.
The channel's brand integration campaign, 'JoKhaayeKhoJaaye', will be aired on 9XM till mid-January 2015. The JoKhaayeKhoJaaye campaign is a two-episode campaign wherein the basic plot revolves around Bade-Chote chilling out with Ramesh and Suresh in a canteen and indulging in the usual banter and the quintessential Bakwaas Band Kar humour. The campaign showcases both the pairs getting lost in their own world after chewing on Cadbury's 5 Star, thus bringing in the essence of JoKhaayeKhoJaaye.
Pawan Jailkhani, chief revenue officer, 9X Media says, "Our animated characters are our real heroes. Their humorous banter on the Channel has made them extremely popular across all age groups and the youth in particular. Our characters are not used for regular advertisements. We integrate the benefits of the products that are being endorsed in our short format animated shows while keeping the essence of the show intact."
It may be recalled that in a similar activation wherein animated characters were seen interacting with real people, Viacom18 had aired a special episode on Colors' celebrity dance reality property, Jhalak Dikhhla Jaa, which witnessed Nickelodeon's famous animated characters Motu Patlu perform with celebrities.