MUMBAI: Marathi music channel 9X Jhakaas has associated itself with the upcoming Marathi film ‘Welcome Zindagi’ for an interesting contest. Through this contest, known as the ‘Jhakaas Welcome Zindagi Contest’, the channel aspires to give viewers an opportunity to win a brand new Tata Nano car. The promotional activity started on 9 June, and airs on the channel at regular intervals throughout the day.

This concept has been in development since May, said 9X Jhakaas head of programming, Rohan Rane. “We sat with the team of ‘Welcome Zindagi’ and deliberated on what new and interesting things we could do. After some brainstorming, we decided to go ahead with this. It took us about 10-15 days to plan the entire activity,” said Rane. He further added, “I was very surprised that the actors and celebrities have themselves shown an interest in coming up with the idea. Swwapnil Joshi has been a part of the entire activity. Right from brainstorming to participating in the shooting of the promotional video, Swwapnil has been an incredible help.”

For the promotion of the ‘Jhakaas Welcome Zindagi Contest’, Rane says that the channel will use two major modes of marketing viz., on-screen channel promotion and in-house online digital marketing. He also said that this contest is a part of a bigger promotional activity that 9X Jhakaas has undertaken for the Marathi film. The channel has also been premiering music videos from the film during the last couple of weeks.

In a statement previously released, Rane said, “We are delighted to partner with Marathi film heartthrob Swwapnil Joshi and ‘Welcome Zindagi’ and offer our viewers a brand new car. 9X Jhakaas was launched with an aim to provide a platform to the Marathi film and music industry. Since then, we have been able to associate with each and every new Marathi film. We are extremely pleased that today, no Marathi movie releases without a Jhakaas promotion.”

When asked why he chose ‘Welcome Zindagi’ as the film to carry such a marketing activity, Rane said, “We have been eyeing ‘Welcome Zindagi’ for a while. It has incredible music and an equally incredible star-cast. We choose films depending on the songs and star-cast.” In the past, 9X Jhakaas has conducted similar promotional activities for films such like ‘Mitwaa’ and the Riteish Deshmukh-starrer ‘Lai Bhaari’.

The promotional video for the ‘Jhakaas Welcome Zindagi Contest’ features the film’s lead actor– Swwapnil Joshi, who informs viewers about the contest details and prizes. To participate in the contest, 9X Jhakaas viewers have to send a text message every time they see an animation of a Tata Nano car on their TV screens. The individual with the most text messages has the opportunity to win the car, which will be presented by Joshi himself. Meanwhile runners-up get other consolation prizes such as official Welcome Zindagi merchandise, including branded T-shirts, mugs, etc.