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Speaking exclusively to Amar Tidke, Head ' Programming, 9XM, said, "The world cup is cricket's biggest and longest party! And just how can there be a party without any music? So 9XM, India's favorite music destination has padded up and got on the field in full cricket fervor with its host of cricketing innovations - Funny Contests, Match Score-Cards, Hilariously animated Drinks Break, a rocking Cricket Anthem sung by the 9XM dudes, Cricket Commentary by Bade Chote in true Bakwaas style ¦the list goes on and out of the park!"

Pawan Jailkhani, Executive Vice president- Sales, 9XM said, "We are spending substantial part of our marketing budget for promoting the cricket initiatives. The team has created an exclusive anthem and also on air contests like "Iss Bar Toh' and "Match Fixing' which are promoted tactically across various media- on air, online and on ground. Our partners Nokia, Café Coffee day, Cinemax multiplexes and various malls across country are taking the exclusive 9XM cricket anthem closer to the fans and cricket aficionados."

Commenting on the marketing strategies, Jailkhani says, "We are reaching out to our viewers across country using various platforms - on ground platforms are multiplexes and malls across country that will promote the contest and 9XM Cricket Anthem. This anthem cheered on by Nokia will be available for free download on mobile phones as ring tones in various formats like Sitar, Bhangra, Garba and Nashik Dhol. On air the contests will keep the viewers engaged and provide them super cool prizes. We are also using the digital media to spread the cheer of cricket in true 9XM style."

The line up includes the 9XM Cricket Anthem which reflects the spirit of India towards the biggest religion in the country, Cricket. 9XM has created a Cricket anthem that will show how motivated we are about the game and emphasise on our wish to get the cup back home to the champions who deserve it ' Team India. This song "Iss Bar Toh" will have all our characters singing for Team India.

Bakwaas Band Kar the most popular slot on 9XM will be taking a new spin with Full toss Bakwaas. Bade and Chote will be rocking the stadium sitting in their little commentary box watching and commenting on the match going on. But with Bade and Chote there will be no straightforward conversation so viewers will watch Chote impart his Bakwaas on cricket and entertain the viewers with his jokes.

Another initiative is that of an exclusive online application developed by the team called Cricket World Cup Housie. This will entertain cricket lovers on 9XM Facebook page. The application will have fans across the country getting an opportunity to win super cool goodies. On the other hand is a Simple yet entertainingly engaging contest which is about the marriage of Bollywood songs and Cricketing terminology. Questions will test the viewers on their Bollywood and cricket quotient and the winners get an opportunity to win more prizes and 9XM goodies.

Through out the season 9XM will run a ticker through the day which will be taking off on the game, the players, the participating countries, the rules¦ everything to do with cricket that will be spun around to create humor and interest for our viewers. And it doesn't stop there; along with on air and online campaigns 9XM will also have promos on ground activities that will have fans participating in their contests through their partners.

Tidke further adds, "We are constantly working towards keeping our viewers entertained. We believe if you succeed at that, the numbers are sure to follow. So this time around our cricket package has scored a Hat-trick!" | By Vanessa Azavedo [vanessa(at)adgully.com]