India’s leading Hindi music channel 9XM has lined up a special show to mark the loved-up occassion of Valentines Day, this weekend.

The channel has organised a unique contest, in associating with Mentos – around its very popular animated character – Bheegi Billi.

The contest Mentos Bheegi Billi Date Hunt will urge 9XM fans to come up with wacky and cool ideas to help that warm hearted but quintessential loser Bheegi Billi win a date. The best entry will get a chance to win a holiday package for a couple to visit the greatest shrine of love, the Taj Mahal in Agra.

Vikas Varma, Head, Music Entertainment Channels – INX Media, says, “Since the Channel۪s launch 9XM۪s animated characters have become extremely popular amongst the youth in India. 9XM۪s Bheegi Billi has become a youth icon and youngsters identify with Bheegi Billi۪s plight for not getting a date. We therefore thought of this contest which will give 9XM fans an opportunity to share their wacky and cool ideas and experiences to help their favourite Bheegi Billi win a date.”

Punit Pandey, Vice President, Ad Sales, INX Media, says, “Given the popularity of 9XM dudes, we are now bringing them to life through activations across media platforms such as TV, radio, online and on-ground. This would also help create multiple touch points and two-way interaction with our viewers.” Pandey adds.

In the UK, the channel will be rolling out special Valentines Day messages with special playlists dedicated to romantic film music. 9XM is available on Sky Digital and Freesat.