Client: BBC Asian Network
The national digital radio station BBC Asian Network has launched its biggest ever marketing campaign to date.
‘The New Sound of Asian Britain’ campaign profiles the Network's passion for the best in Asian music and culture.
The new 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.
The TV is supported by an online game where users can mix their own desi track, an online banner campaign and radio trails
Radio1 and acting Asian Network Controller Andy Parfitt said, " The 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."
Creative agency Fallon devised the concept for this campaign. Red Bee acted as production company with Guillaume Delaperriere as Creative Director aka Giovanni Sample