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9X Tashan launches crowd-sourced Punjabi video

MUMBAI: Punjabi music channel 9X Tashan, in association with leading soap brand Godrej No. 1, has launched a crowd-sourced video titled ‘Punjab Di Beauty No. 1’.

The video was launched today at an event attended by singer Ninja. Singers Ninja, Ranjit Bawa, Kaur B and Kulwinder Billa have lent their voices to this tribute to Punjab.

According to the channel, a state-wide consumer engagement campaign generated more than 1.15 lakh responses. The ‘Punjab Di Beauty No. 1’ campaign for Godrej No. 1 was part of 9X Media’s Audience Brand Connect (ABC) programme, which helps brands create intellectual properties and narrate their brand stories beyond the 30-second ad format.

The campaign celebrated the beauty of Punjab and urged people to pen down single-liner thoughts on things (food, music, dance, beauty of people and nature), highlighting the beauty of Punjab. People participated through SMS, WhatsApp, phone entries and through engaging posts on the Facebook page of Godrej No. 1. Five winners were gratified on the show ‘Tashan Da Peg’ on the channel.

Furthermore, four famous singers from Punjab came together to create a song out of the crowd-sourced responses, which have been converted into hummable lyrics.

Talking about the campaign, Godrej Consumer Products marketing head Somasree Bose Awasthi said, “Godrej No. 1 is the market leader in Punjab and has enjoyed the leadership position over the years. The soap brand acknowledges this position with grace and always endeavours in engaging with the consumers through online and offline brand initiatives. The campaign received an overwhelming response of 1.15 lakh+ entries across India. Though the contest was state-wide, we received nationwide participation through our digital brand platforms so the success speaks for itself. Association with 9X Tashan added to the aura of the campaign and enabled us to reach the new age and traditionally inclined audience.”

9XM cluster head, programming, Baljinder Mahant stated, “We are delighted to partner Godrej No. 1 and present our viewers with ‘Punjab Di Beauty No. 1’ contest. It is an honour to associate with an iconic brand like Godrej No. 1 and also with this unique hunt to find ‘Punjab Di Beauty No. 1’. We would like to express our gratitude towards our viewers for their overwhelming response to the contest. We are confident that the ‘Punjab Di Beauty No. 1’ music video will resonate well with our viewers and consumers of Godrej No. 1.”