Top Story


Home >> Industry Briefing >> Article

'Bingo! Mad Angles Music Star in association with 9X Tashan' launches for Punjabi audience

Font Size   16
'Bingo! Mad Angles Music Star in association with 9X Tashan' launches for Punjabi audience

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.

Tags 9X Tashan ITC Bingo AFP Pawan Jaikhani

Sidharth Gupta, Co-founder, Treebo talks about their outdoor campaign ‘Perfect stay or don’t pay’, what prompted this bold advertising move, its targeting, and the metrics that the brand utilizes to measure the efficacy of such a campaign

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

The announcement regarding this was made on Twitter by Sukumar Ranganathan, Editor-in-Chief, Hindustan Times, and Shekhar Gupta, Founder, The Print

The website promises to bring fast, reliable, insight-rich analysis in times when the readers are flooded with ‘breaking news’, and great conversations among an elite community of opinion leaders

The network has based its claim on Broadcast Audience Research Council (BARC) all India data (U+R) from April 2017 to March 2017 (full year average)