9XM carries out dance and dine routine

The channel has tied up with 40 restaurants across Mumbai to brand 9XM as a primary Bollywood music channel.

9XM continues to initiate interesting branding activities in a bid to position itself as a primary Bollywood music channel. The channel has now targeted restaurants to reach its viewers.

It has tied up with more than 40 restaurants in Mumbai and is in talks with an equal number of restaurants in Delhi to connect with its viewers through its initiative, 9XM Happytizers.

It has placed tent cards with Bade-Chhote jokes in comic strips form (from the Bakwaas Bandh Kar series) across the restaurants for people to have a good laugh while eating out. 9XM Happytizers is also being promoted on-air through details about the associated restaurants as Bade and Chhote's favourite eating joints in Mumbai.

The list of associated restaurants includes Wah..!! Bollywood, The Great Punjab, Kailash Parbat, Bombay Blues, Shiv Sagar, Balthazar, Persian Darbar, Urban Tadka and Masala Mantar

The activity will run for three months, beginning in August.

Also, continuing its tradition of innovative activations, 9XM recently conducted a flash mob activity across media buying and advertising agencies, wherein groups of four-five cheerleaders danced to party music in the office premises and started distributing pen drives/sling bags. The duration for the flash mob activity was 1.5-2 minutes in each premise.

During the activity, the group of hockey stick-wielding men entered the office premises. The head of this group, a lookalike of Vasant Dhobale (to spoof ACP Vasant Dhobale who entered bars and pubs to stop the music), asked people 'What is going on here?'. Later, the 'cops' broke into a dance performance to the tune of 'Char baj gaye lekin party abhi baki hai'.

After the dance, the group left behind branded mugs carrying the communication, 'Party Haq Se with 9XM - Stay connected to music anywhere/anytime with 9XM'.

Speaking on the initiative, Kapil Sharma, vice president Marketing, 9X Media Group says, "9XM is all about Bollywood music and humour and we are extending the humour aspect on the ground with 9XM Happytizers. Through this activity we intend to engage with fans while they're away from their television sets, by providing entertainment in true 9XM style."