A strong brand campaign has always resonated with the target audience. Branding assumes key significance especially for players in the broadcast space to create differentiation and a unique identity.
9X Media is one such broadcaster player that has created a unique song titled ‘Tung Tucking Ting’ to emphasise the Network’s connect with music. The Tung Tucking Ting music video has been created with the belief that music is contagious and good music gets transferred from one person to another.
Elaborating on the rationale behind the launch of the brand campaign, Vibha Gosher, Senior Vice President, Digital, 9X Media Network stated, “We are really the largest network in the country, and this initiative is an attempt to focus on this fact and bring it to our audiences’ attention, given the fact that we have numerous channels under our channel portfolio.”
Tung Tucking Ting and marketing initiatives
The music video was launched on the occasion of World Music Day on June 21, 2013. Earlier, around June 10, 2013, the audio of ‘Tung Tucking Ting’ song was uploaded on YouTube. 9X Media is also creating around seven videos on the song featuring Bollywood celebrities, 9XM’s animated characters, Punjabi music celebs (for 9X Tashan), and celebs from the Marathi entertainment industry (for 9X Jhakaas).
As part of the marketing campaign, this music video will be aired on all 9X Media channels and will be promoted through animated characters and celebrity integrations. The Tung Tucking Ting music video will be promoted across a large media spread using radio and digital platforms. The song will be aired on select radio stations in key metros. The Network has also associated with operators to provide Tung Tucking Ting as CRBTs.
On the digital front, the video will be shared on various social media platforms. However, even before the online launch of the music video, the song has gone viral with #tungtuckingting trending on the Twitter India page on June 21, 2013. Around 37,000 tweets were observed and 132 tweets in a minute were recorded when it was trending. 9X Media Group is also promoting this video across its channels and also Red FM Delhi and Mumbai.
Over the last one week, over 70 videos, which are various versions of what users have done with Tung Tucking Ting, were seen. Over and above, the videos have also observed umpteen conversations across social platforms deciphering the Tung Tucking Ting phenomenon.
The Tung Tucking Ting song is written and composed by Vaayu Srivastava and arranged by Tanishk Bagchi and the music video was created in association with Clockwork Studio.
Other digital initiatives
Apart from the recently launched brand campaign, 9X Media has undertaken a slew of innovative activities on the digital platform. It has just won Gold at the Communicator Awards for its gaming app called ‘Stop that silly’. This app was also nominated for IDMA 2013. Till date, they have launched 23 games across IOS and Android platforms featuring the gang of animated characters from their bouquet of music channels such as 9XM, 9X Jalwa, 9X Tashan and 9X Jhakaas.
Besides this, the Network has undertaken many other digital initiatives. 9XM incorporated the live feed of its on-air content earlier on its website as well as launched an app for the IOS users called 9X Music Network Live. 9XM has also launched a Bollywood Music store in partnership with Hungama. In the online and mobile space, 9X Media has launched an online web store for international music and a WAP Portal for 9XO. The company has also introduced a WAP portal for 9X Jalwa to offer all-time Bollywood Hits. The group also has significant presence on social media sites such as Facebook and Twitter for all its channels as well as dedicated YouTube channels.