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9X Jalwa looks to hook media agencies with Dubsmash challenge

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MUMBAI: Not only has the Dubsmash craze hooked stars and the common man alike, but television channels are also now making good use of the in-vogue platform. Hindi music channel 9X Jalwa, which launched a filler show 9X Jalwa Ki Dailoguebaazi in July, is now looking at engaging media agencies by throwing the 9X Jalwa Ki Dailoguebaazi Dubsmash Challenge on them.

What started with getting 9X Jalwa fans and viewers engaged with the competition via social media has now reached media agencies across Mumbai and Delhi.

According to 9X Jalwa vice president marketing Kapil Sharma, around 80 - 120 people from every agency will participate in the competition. “The reason why 9X Jalwa keeps doing these activities is to be on top of the mind of not only our viewers but media agencies as well. The idea is to reach out and connect with the media agencies,” Sharma said.

Besides promoting the challenge across television, digital and social media, the channel has taken this contest on-ground through trade activations across Mumbai and Delhi. “To promote this property and generally to have fun with media agencies, we have rolled out the Dubsmash challenge across several media agencies,” informed Sharma.

Three weeks back the channel opened entries for consumers and after gaining traction on social media, it approached media agencies.

Those participating in the competition include: Starcom, Group M, Lintas, Lodestar, Mediacom, MPG, Madison and ZO. The on-ground activation starts between 1 – 2 pm in the media agencies’ cafeteria, where people come and choose a song or any dialogue of their choice and make the Dubsmash video. Participants can perform individually or in a group and upload their entry. Winners get a chance to win a Bluetooth headphone or other general merchandise and every media agency will have one winner. 

“We have done the activations with these media agencies in the past and have received a good response,” he added.

Since 9X Jalwa Ki Dailoguebaazi Dubsmash Challenges are being held only in media agencies, the channel is carrying the promotional activities in the same sector.

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