MUMBAI: India's leading soap brand Godrej No. 1 and Punjab’s favourite music channel 9X Tashan unveiled the video of Punjab Di Beauty No. 1, a crowd-sourced song culminated out of 1.15 lakh+ responses received for Punjab Di Beauty No. 1, a statewide consumer engaging campaign initiated by the soap brand and the channel. Renowned singers Ninja, Ranjit Bawa, Kaur B and Kulwinder Billa have lent their voices to this melodious tribute to Punjab. The video was launched today by Somasree Bose Awasthi, Head – Marketing, GCPL, Baljinder Mahant, Cluster Head Programming, 9X Tashan and 9XM and by talented singer Ninja.

On the occasion of the launch, a casual conversation between the spokespersons shared interesting details like insights of the campaign, behind the scenes at ‘Tashan Da Peg’ show and the making of the video. The conversation concluded with the video launch but also marked the beginning of the surprise element of a flash mob that had the spokespersons, singer Ninja and B Jay Randhawa put their best dancing foot forward.

Godrej Consumer Products Ltd head – marketing Somasree Bose Awasthi shared, “Godrej No. 1 is the market leader in Punjab and has enjoyed the leadership position over years now. The soap brand, known for its natural ingredients based soaps that consumer trust for enhancing their beauty 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 statewide 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.”

Punjab Di Beauty No. 1 Campaign for Godrej No. 1 is part of 9X Media’s Audience Brand Connect (ABC) Division which helps Brand create intellectual properties and narrate their brand stories beyond the 30-second ad format.

Commenting on the association, 9X Tashan and 9XM cluster head programming Baljinder Mahant said, “We are delighted to partner with 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 Punjab Di Beauty No. 1 music video will resonate well with our viewers and consumers of Godrej No. 1.”

Singer Ninja shared his views on his association with Punjab Di Beauty No. 1, “The association gave me an opportunity to voice my thoughts on the beauty of my birthplace. As singers, we get to express several emotions but this is the first time that I have vocalized my praises for Punjab which have been captured so beautifully in the song. I extend my gratitude to Godrej No. 1 and 9X Tashan that will help this tribute to Punjab reach nationwide through their digital platforms.”