Multi-business enterprise ITC has partnered with Punjabi music channel – 9X Tashan to launch an AFP (advertiser funded programme) across Punjab. The talent show is called ‘Bingo! Mad Angles Music Star in association with 9X Tashan’. According to sources close to the development, the deal is estimated to be worth Rs 1-1.5 crore.
There was concern over the sales of ‘Bingo!’ and it needed a good push in the Punjab, Delhi, Haryana and Himachal Pradesh markets. These are the markets where 9X Tashan is popular, especially in the youth segment. ITC wanted to partner with a property which would increase recall value of ‘Bingo!’ in the target audience.
9X Tashan created a talent hunt that will last for around three months with auditions across key cities in Punjab. Speaking about this, Pawan Jaikhani, Chief Revenue Officer, 9X Media said, “The talent hunt was a part of our on ground activation but the main highlight is the song which was created from it. It has been played across our network channels. Simultaneously, when we created this song with a leading star like Badshah and the other song was to be created by finding a new Punjabi voice through the talent hunt. We had put a lot of marketing efforts for this.”
The hunt will culminate with the winner getting an opportunity to record the ‘Bingo! Mad Angle Song’ along with singers from Punjab including Badshah, Hardy Sandhu, Akay and Ammy Vrik.
ITC has also printed 9X Tashan’s logo on the Bingo Mad Angles packs (around three crore packs) which are being sold in Punjab.