One for the road

To promote its newly-launched Marathi music channel 9X Jhakas, 9X Media has tied up with state buses to launch its 12-day long activation called ''Life Banawel Jhakaas'.

After promoting its newly-launched Marathi music channel 9X Jhakaas through, television, print, digital and radio, 9X Media is now taking its channel through a 12-day long activation called ''Life Banawel Jhakaas'.

The channel has branded one state bus with 9X Jhakaas creatives that will offer free rides to commuters travelling across various regions in Maharashtra for about 12 days. Besides the free ride, the channel will also entertain commuters with on-the-spot contests and activities. Additionally, the media company has installed large television screens that will air the music channel, inside the bus. The commuters will be given Jhakaas goodies on their journey, too.

As part of the activation, the bus will travel across key towns and cities in Maharashtra such as Pune, Satara, Kolhapur, Sangli, Pandarpur, Solapur, Latur, Beed, Aurangabad, Ahmednagar, Shirdi, Nashik, Thane and Mumbai.

Moreover, the channel has tied up with BEST buses and as part of the activation, will show 25-seconds long promos of the newly-launched channel and a few episodes from the show Jhakaas Pattya in 1,300 non-air conditioned buses and 250 air-conditioned buses.

The channel has tied up with out of home agencies such as Vritti Solutions for state buses and Real Time Interactive Media for Brihanmumbai Electric Supply and Transport (BEST) buses that ply in and around Mumbai.

Talking about the initiative, Punit Pandey, senior vice-president and new business head, 9X Media, says, "Since most of the population travels through bus, we have opted for buses with television screens so that travellers can enjoy their favourite music while they travel. The whole concept is focussed on making viewers' lives jhakaas."

For the record, 9X Jhakaas, is part of the 9X Media Group, that has the Hindi Music Channel 9XM, as well as the Punjabi Music Channel 9X Tashan in its stable. 9X Jhakaas launched on October 31, 2011, and airs Marathi film and non-film songs interspersed with short humorous animated shows.