MUMBAI: INX Media's Hindi general entertainment channel 9X has roped in Emami as associate sponsor for its music reality show Mission Ustaad.

Emami joins Mission Ustaad's three Platinum Sponsors - Future Group, Vimal and Vodafone.

Reliance Industries, Future Group and Vodafone have joined Club INX as 9X brand partners and Hindustan Unilever Limited (HUL), has also signed a three-year advertising deal with the channel.

INX Media group director, revenue management (advertising sales and new media) Probal Gaanguly said, "We are really pleased to announce that the largest advertiser from Eastern India has found it beneficial to partner with 9X for marketing their mass brands across every nook and corner of India. This association clearly endorses the fact that 9X is getting considered as a major GEC platform."

Added Emami Limited's director Harsha Vardhan Agarwal, "9X seems to have felt the consumer pulse effectively, which is reflected in their exciting and vibrant content. We would look for a very effective communications connect through 9X."