MUMBAI: Ice-cream brand Gelato Italiano has joined hands with music channel 9XM and launched Bheegi Billi Strawberry Splash as the flavour of the month to celebrate February as the month of love and romance.

Bheegi Billi is one of the popular animated characters on 9XM, who is known for strumming his guitar and singing songs.

The new strawberry splash is available to the patrons across 55 outlets of Gelato Italiano.

9X Media EVP Sales Pawan Jailkhani said, “We are delighted to partner with Gelato Italiano in this unique initiative. 9XM’s Bheegi Billi is very popular among youth and so is the range of Gelatos. The popularity of the character and the association for the flavor of the month will definitely receive an overwhelming response from the young patrons of 9XM and Gelato across the nation.”

In addition to the special flavour of the month, 9XM and Gelato Italiano are also giving their patrons an opportunity to help Bheegi Billi win a date by launching a SMS-based contest called the “Bheegi Billi Love Contest”.

The contest will go on till 20 February and the winners of the contest will get a chance to win gift vouchers from Gelato Italiano and 9XM goodies.

Pan India Food Solutions Head-Marketing Vinay Gopinath said, “We are excited about our association with 9XM, one of the leading music channels in the country and have thereby co-branded this month’s flavour of the month ‘Bheegi Billi Strawberry Splash’. Gelato Italiano has specially created this fun and romantic ‘Flavour of the Month’ keeping in mind the fun-loving traits of the popular 9XM character ‘Bheegi Billi’ and Gelato Italiano’s scrumptious flavours.”