Football frenzy is building up with the FIFA World Cup set to kick off in less than a week’ time. Joining this bandwagon is 9XM, the channel which showcases Bollywood music. The channel has unveiled a new football anthem in the form of a minute-long animated video featuring the 9XM dudes – Bade-Chote, Bheegi Billi, Betel Nuts and Badshah Bhai – playing football.
This anthem started airing from June 1, 2010 and will run throughout the month. Besides the minute-long anthem, there will also be 10-second videos showing the profile of these characters.
Commenting on the initiative, Amar Tidke, Head of Programming, 9XM, said, “9XM is always up-to-date with the latest happenings and offers only the best in entertainment to the viewers. I am confident that viewers will enjoy watching the 9XM Anthem, which celebrates the premier international football tournament.”
Along with the anthem, there will also be an on ground initiative, which will be across the metros and held in various malls. While Tidke refused to share a lot of details at this point, he did say that these activities would be soccer related and include interacting with the audience.