MUMBAI: The plan of the Subhash Chandra owned broadcaster Zee to build cachet with NRI (Non-Resident Indian) and Asian British youth is not hard to fathom! Build up brand awareness by giving them access to your product in their favourite hangouts.

With this objective in mind, Zee Music held its first officially endorsed club night at Bar Bollywood in Mayfair last Thursday. The night was attended by several music industry artists and TV personalities.

Zee Music is planning to hold the club nights regularly at the venue. It hopes to use the venue not only as material for it's Upbeat and Sorted TV shows, but also use it to launch new music talent.

Zee Network Europe head of marketing Govind Shahi made the following remarks about the endeavour:"We are thrilled with the launch of 'Zee Music Nights' in Bar Bollywood as it gives us another chance to be inter-active with our youthful audience whose constant feedback is one of the reasons why we have come up with this idea."

The night also saw Jay Sean and Juggy D perform on the Rishi Rich project. Also performing were Nikita of Ikraar fame and Zee's SK1. The club nights come at a time when the group is also promoting its TV channels heavily through poster advertising all over London.