Soap brand Godrej No. 1 and music channel 9X Tashan have unveiled the video of Punjab Di Beauty No. 1, the brands’ first-ever crowdsourced song culminated out of the responses received for Punjab Di Beauty No. 1, a state-wide consumer engaging campaign initiated by the two brands. Renowned singers Ninja, Ranjit Bawa, Kaur B, and Kulwinder Billa from the Punjab music fraternity have lent their voices to this tribute to Punjab.
Somasree Bose Awasthi, Head - Marketing, Godrej Consumer Products, shared, “The campaign received an overwhelming response of 1.15 lakh+ entries across India. Though the contest was state-wide, we received nationwide participation through our digital brand platforms so the success speaks for itself. Association with 9X Tashan added to the aura of the campaign and enabled us to reach the new-age and traditionally inclined audience.”
Punjab Di Beauty No. 1 Campaign for Godrej No. 1 is part of 9X Media’s Audience Brand Connect (ABC) Division, which helps the brand create intellectual properties and narrate their brand stories beyond the 30-second ad format.
Commenting on the association, Baljinder Mahant, Cluster Head Programming, 9X Tashan and 9XM, said, “We are delighted to partner with Godrej No. 1 and present our viewers with Punjab Di Beauty No. 1 contest. It is an honour to associate with an iconic brand like Godrej No. 1 and also with this unique hunt to find Punjab Di Beauty No. 1. We would like to express our gratitude towards our viewers for their overwhelming response to the contest. We are confident that Punjab Di Beauty No. 1 music video will resonate well with our viewers and consumers of Godrej No. 1.”
Singer Ninja shared his views on his association with Punjab Di Beauty No. 1. “The association gave me an opportunity to voice my thoughts on the beauty of my birthplace. As singers, we get to express several emotions but this is the first time that I have vocalized my praises for Punjab, which have been captured so beautifully in the song. I extend my gratitude to Godrej No. 1 and 9X Tashan that will help this tribute to Punjab reach nationwide through their digital platforms,” he said.