MUMBAI: India’s leading bollywood music channel 9XM has partnered with leading board games maker MadRat games to launch a series of innovative and exciting board games featuring 9XM’s popular animated characters – Bade, Chote and Bheegi Billi. As part of the association, MadRat games has incorporated 9XM characters in their innovative version of The Bakwaas Game, Losers and Ladders, Twist-tac-Toe and Who's the most popular games created by the company. These games are widely available across 1000 plus retail stores in India, including Shoppers Stop, Mom & me, Beanstalk, etc. and are also available on e-commerce portals such as Flipkart, etc.

Commenting on the initiative, 9X Media Marketing, VP Kapil Sharma said “We are pleased to partner with MadRat Games and launch a series of board games featuring our most popular animated characters. Our key objective is to engage our consumers with our characters and build a strong association with fun and humor. These board games will let our consumers bond with their friends and families ensuring they have great fun and a memorable experience.”

Speaking on the association with 9XM, MadRat Games founder Manuj Dhariwal said "We are delighted to partner with 9XM and introduce these interesting board games in India. In order to gauge the initial consumer response, the games were made available at select stores since January 2013 and have received a phenomenal response from the 10-30 years age group. Games such as Bakwaas Game, Losers and Ladders & TwistTacToe are favoured by the consumers for their originality and fun quotient."