The objective behind this initiative is to promote the channel and create awareness about the same. Speaking on the occasion, Punit Pandey, Senior Vice President and Business Head, 9X Media Group said: "9X Media has always endeavoured to provide its viewers with the best and the latest music, coupled with the iconic animated characters which provide entertainment 24x7. Staying true to the brand name, this initiative is an extension of our efforts to entertain our viewers by reaching out to them in their daily commute and making their life truly Jhakaas."

9X Media Pvt. Ltd. has arranged a bus branded with ‘Life Banawel Jhakaas' on a special ST bus, arranged by 9X Media, which will engage consumers by playing on-the-spot contests through which they will get an opportunity to win 9X Jhakaas goodies and gifts, besides a free ride to their destination. Furthermore, commuters in the bus will be entertained by viewing the 9X Jhakaas channel on a television placed inside the bus.

Talking about the activation, Priyank Pathak, Proprietor, Priyank Advertising said: "The campaign is being promoted through signboards and audio advertisement at the bus stations across western Maharashtra and Marathwada. The event is targeted towards the semi-urban and rural Marathi speaking people. We are the BTL agency of 9X Media Group and the campaign is jointly designed by 9XM and us."