9XM and 9X Jalwa engage Kala Ghoda Festival visitors

by  Dharm Patel Marketing | February 13, 2015 | News

9XM 9X Jalwa Kala Ghoda Arts Festival EG!

'EG! An Experiential Art & Marketing Communications Brand' has conceptualized and executed two experiential projects at the Kala Ghoda Festival for 9X Jalwa and 9XM. Both brand activations were on for nine days from Feb. 7 to 15 at the arts festival in Mumbai.

Singer Shibani Kashyap performed as a special guest, representing 9XM & 9X Jalwa. She put together a special guitar ensemble performance and sang Bollywood hits. 9X Jalwa also hosted a singing contest called Dikha Apna Jalwa, where the winner performed at the fest on Feb. 14.

The ‘9X Jalwa - Bollywood Ka Jalwa’ and ‘9XM Clickie Booth’ activities were held to connect every visitor at the fest with the two channels through instant photo clicking and online sharing activities. The objective was to reach out to the maximum number of fest visitors and give them a unique experience - building a long term relationship between them and the channels as a result, as well as popularizing the social media presence of the channels.

Visitors could register themselves, pose in front of the 9X Jalwa Ambassador car, holding specially designed placards with all time popular dialogues from well-known Bollywood movies and get their pics clicked. In the other activity, visitors could pose within a specially designed Clickie Booth (resembling an STD phone booth) STD phone booth and click a photo collage of four pictures by holding fun cutouts of the channel’s characters ‘Bade & Chote’. The pics once clicked were uploaded on the channels’ Facebook pages, with promotional hashtags. An instant link was generated and sent to the visitor, who could then view and share their pics on their Facebook profile.

Elaborating on the activations, Vjay Dewan, Chief Creative Guardian, EG! said: “As an experiential marketing agency we continuously look at creative challenges. 9X presented such a unique challenge, where we were asked to create an interesting engagement to promote the channel’s content, which is 2D in nature and in a 3D format. Since they’re both Hindi film music channels, we decided to not only create experiential moments for visitors to the festival but also save them for posterity through the photo-clicking activity. The now ubiquitous Bollywood-motifs embellished ambassador car was created by us and together with the Clickie Booth we hope to have created a fun visual spectacle.”