RnM Team    05 Nov 13 14:57 IST


MUMBAI: The video of the Diwali track ‘Kudi Tu Pataka’ by 9X Tashan features some big names including Sharry Mann, Ammy Virk, Babbal Rai, Ranjit Bawa, Hardy Sandhu, Prabh Gill, A Kay, Mehtab Virk and JSL Singh. With music composed by JSL Singh, the video for the love track has been conceptualised, written and directed by Baljinder S. Mahant, Programming Head for 9X Tashan.

Speaking with Radioandmusic.com, Mahant said, "This is a Diwali surprise for our viewers. We are the leading music channel in Punjab who always believes in innovation and so we decided to have something like this for Diwali." The track is being aired once every hour on the channel. “The Diwali love song is for our target audience of 15-24 years. People in love celebrate Diwali throughout the year”, he said. "Apart from India, we attract traffic from US, Canada and UK on iTunes," he added.

The track which will be aired throughout the month on 9X Tashan, has been placed in the Indie Pop section on iTunes. Since its addition to popular video sharing site YouTube, the track garnered more than 2 lakh views in six days. In fact, within the first two days, it generated over 1 lakh views.

Mahant also explained his formula behind having numerous artistes for the track. “Our strength is the relation we (Tashan) share with the artistes. And those healthy relations reflects in our work," he stated.

In the past, Mahant who has directed and conceptualised music videos and short videos, keenly expresses his thought process behind the idea of the track. “The track represents our audiences and the content we represent. So I had to do something special for the Diwali season." 9X Tashan has also partnered with various digital partners like Hungama and Dhingana, which are airing the track as well.

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