The TV trail to be shown on BBC TV creates a new musical soundtrack , especially composed, from many shorter musical scenes layered and looped together. It mixes modern influences like drummers and DJs with more traditional Asian sounds and instruments including Bollywood singing. This reflects the range of Asian music played on Asian Network, how new Asian talent is championed and different styles are fused together.
The campaign features Asian Network’s (and Radio 1’s) award winning Bobby Friction, Hip Hop turntablist, DJ Kayper, rapper Mumzy and Bhangra singer H Dhami.
Whilst hard hitting journalism, like the award winning ‘Asian Network Report’ is still central to the station’s output, playing the best in Asian music from across the UK and around the world is key to the stations programming.
The campaign is made up of:
1 x 30 second TV brand trail
2 x 10 second TV appointment to listen trails
Online game where you can ‘Mix your own desi track’
Online banner campaign
Radio1 and acting Asian Network Controller Andy Parfitt says of the campaign, ” The Asian Network campaign shows how music has been developed on Asian Network into a key part of the station’ s identity. Music talent like Bobby Friction and DJ Kayper illustrate perfectly what Asian Network offers its young audience.”
Asian Network DJ Bobby Friction says, “Our listeners want to hear the best Asian music, new and old. Asian Network is all about supporting this music plus the up and coming artists, and you can’t get this great Asian music as deep, and on tap anywhere else. Taking this message to TV is huge and hopefully fans of Asian music will come and sample what’s on offer”.
The campaign consolidates a year of massive change for Asian Network and one where it celebrated Bobby Friction winning a SONY Gold Award in 2007 for his 10pm specialist music show ‘Friction’.
Creative agency Fallon devised the concept for this campaign. Red Bee acted as production company with Guillaume Delaperriere as Creative Director aka Giovanni Sample (giovannisample.com)