MUMBAI: MUSIC F- Fatafati, the recently launched music channel by Royal Raj Media and Launch Pad, is set to air a new show Dance Party Jhinchak. The channel has collaborated with Hindustan Unilever’s Axe for the show, which has been designed on a similar theme as the ‘Axe Boat Party’.
Expect to see youngsters groove to the remixed Bangla music on the show. Be it by the poolside, a beach affair or retro, the property will have thematic parties shot over eight episodes which will be aired for a period of three months between 10-10.30 pm every day.
For the channel which currently holds the highest time spent viewing ratings in music channel genre in Bengal, this new property aims to set a benchmark in the Bangla music industry. This partnership will enable Hindustan Unilever to engage with a larger segment of its target audience as well as prospective consumers.
On ground activities will start from Kolkata and eventually move onto other cities as well.
Speaking about the concept of the new property, Launch Pad director Vikas Varma said, “We believe in giving a world class experience to our audiences. This new property will set a new trend in the music industry that breaks monotony and sets the rating points soaring high. The viewers will get to explore the richness of Bangla music in a very interesting way. It is going to be a good blend of music and fun.”
Taking about channel’s association with HUL’s Axe brand, Launch Pad director Probal Gaanguly said, “We are delighted to have Axe on board, as this will be a perfect platform for brand’s core target audiences. In short time, channel has gained immense popularity and we are determined to try out new things to increase engagement with our viewers and advertisers. Dance Party Jhinchak is a one of a kind property that will make Music F - Fatafati a leading music channel in the region and also open opportunities for new genres.”
The channel has launched a 360 degree marketing campaign for the new property, which includes outdoor hoardings, press ads and cantor activities across multiple locations. Music F - Fatafati is available across all cable and on digital platforms.