9XM launches Mentos Bheegi Billi Date Hunt

Televisionpoint.com Correspondent | Mumbai
9XM, the Bollywood music channel of INX Media, is organizing a contest in association with Mentos around its animated character Bheegi Billi. This is for the first time that the channel is having a brand extension with an advertiser for a contest.

The contest, Mentos Bheegi Billi Date Hunt, will urge fans of the channel to come up with cool ideas to help that 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 Taj Mahal in Agra.

Vikas Varma, head, 9XM, says, "Bheegi Billi has become a youth icon and youngsters identify with its plight for not getting a date. We therefore thought of this contest which will give our fans an opportunity to share their wacky experiences to help their Bheegi Billi win a date."

Punit Pandey, vice-president, ad sales, INX Media, says, "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 advertising spots."

Additionally, 9XM will also bring the '9XM dudes' to life through activations across media platforms such as TV, radio, online and on-ground to help create multiple touch points and two-way interaction with the viewers of channel.

9XM, launched in October 2007, has raced to the number one position amongst all music entertainment channels, and today it enjoys an leadership for 66 weeks running (CS 4+, HSM).