MUMBAI: UK pubcaster the BBC has announced that Asian Network will launch its biggest marketing campaign next week across television, radio and online.

The New Sound Of Asian Britain campaign launches on 4 February 2008 and profiles the network's passion for the best in Asian music and culture.

The BBC TV trail creates a new musical soundtrack, composed specially from many shorter musical scenes layered and looped together. It mixes modern influences like drummers and DJs with more traditional Asian sounds and instruments including Bollywood singing.

This reflects the range of Asian music played on Asian Network, and how new Asian talent is championed and different styles are fused together.

The campaign features Asian Network's (and BBC Radio 1's) award-winning Bobby Friction, hip hop turntablist DJ Kayper, rapper Mumzy and Bhangra singer H Dhami.

While hard-hitting journalism, like the award-winning Asian Network Report, is still central to the station's output, playing the best in Asian music from across the UK and around the world is key to the station's programming.

The campaign is made up of:

- a 30-second TV brand trail;
- two 10-second TV appointment to listen trails;
- an online game where fans can "mix their own desi track";
- an online banner campaign;
- radio trails.

Said Asian Network Andy Parfitt acting controller, "The Asian Network campaign shows how music has been developed on Asian Network into a key part of the station's identity. Music talent like Bobby Friction and DJ Kayper illustrate perfectly what Asian Network offers its young audience."

Friction says, "Our listeners want to hear the best Asian music, new and old. Asian Network is all about supporting this music plus the up-and-coming artists, and you can't get this great Asian music as deep, and on tap anywhere else. Taking this message to TV is huge and hopefully fans of Asian music will come and sample what's on offer."

The campaign consolidates a year of massive change for Asian Network and one where it celebrated Bobby Friction winning a Sony Gold Award in 2007 for his 10 pm specialist music show Friction.

Creative agency Fallon devised the concept for this campaign. Red Bee acted as production company with Guillaume Delaperriere as Creative Director (aka Giovanni Sample).