Indiantelevision.com Team

(12 February 2009 9:00 pm)

MUMBAI: Bollywood music channel 9XM has partnered with Mentos to organise a Valentine's Day contest that is centred around its popular animated character Bheegi Billi.

The contest – ‘Mentos Bheegi Billi Date Hunt’ – will urge 9XM fans to come up with wacky and cool ideas to help Bheegi Billi win a date. The best entry will get a chance to win a holiday package for a couple to visit the Taj Mahal in Agra.

INX Media music entertainment channels head Vikas Varma said, “9XM’s Bheegi Billi has become a youth icon and youngsters identify with Bheegi Billi’s plight for not getting a date. We, therefore, thought of this contest which will give 9XM fans an opportunity to share their wacky and cool ideas and experiences to help Bheegi Billi win a date.”

Additionally, 9XM will also bring the '9XM dudes' to life through activations across media platforms such as TV, radio, online and on-ground to help create multiple touch points and two-way interaction with our viewers.

“We are bringing them (9XM dudes) to life through activations across media platforms such as TV, radio, online and on-ground. This would also help create multiple touch points and two-way interaction with our viewers.”

INX Media VP ad sales Punit Pandey adds, “We have been working closely with Perfetti to indentify synergies between our brand personalities. Valentine’s Special with Mentos was just the right fit and it also takes our relationship with Perfetti beyond advertising spots. The idea is to partner with key clients/brands to build stronger relationships.”