Bollywood music channel 9XM, in partnership with Mentos, has organised a Valentine’s Day contest centred around its popular animated character Bheegi Billi.
The contest – ‘Mentos Bheegi Billi Date Hunt’ – will challenge 9XM fans to come up with quirky ideas to help Bheegi Billi win a date. The best entry will get the opportunity to win a holiday package for a couple to visit the Taj Mahal in Agra.
INX Media music entertainment channels head Vikas Varma said, “9XM’s Bheegi Billi has become a youth icon and youngsters identify with Bheegi Billi’s plight for not getting a date. We, therefore, thought of this contest which will give 9XM fans an opportunity to share their wacky and cool ideas and experiences to help Bheegi Billi win a date.
“We are bringing them (9XM dudes) to life through activations across media platforms such as TV, radio, online and on-ground. This would also help create multiple touch points and two-way interaction with our viewers.”
INX Media VP ad sales Punit Pandey spoke about the relationship between INX Media and Perfetti, “We have been working closely with Perfetti to indentify synergies between our brand personalities. Valentine’s Special with Mentos was just the right fit and it also takes our relationship with Perfetti beyond advertising spots. The idea is to partner with key clients/brands to build stronger relationships.”