Babuji (Alok Nath) celebrates a Sanskaari Valentine's Day on 9XM

Alok Nath, the eternal ‘Babuji’ of Hindi Films and television serials has for the very first time turned into a super cool rapper! The veteran actor has teamed up with India's leading Bollywood music channel – 9XM to create a special campaign around Valentine’s Day. Titled ‘Have a Sanskaari Valentine’s Day’, this Bade-Chote special will air on 9XM starting 12th February 2014. Commenting on the initiative, Amar Tidke, Sr. VP & Content Head, 9X Media said, “When you think of Valentine’s Day, you don’t think of Alok Nath given that he is mostly remembered for his performances as the father figure endorsing 'Indian' values. So we thought of building on this element of surprise by creating a unique campaign for Valentine’s Day.” ‘Have a Sanskaari Valentine’s Day’ features Alok Nath with 9XM’s most popular animated characters Bade-Chote. In the music video Alok Nath is shown dancing with a bevy of beauties and advising Bade Chote on how to have a Sanskaari Valentine’s Day. Speaking on the Campaign, Alok Nath said, “When the programming team at 9XM approached me with this music video concept I thought it was another joke. However when I read the script and had a detailed discussion with them I was sure that I wanted to do this music video. I am happy with the outcome of this music video and I am looking forward to the reactions of my fans and 9XM viewers.” ‘Have a Sanskari Valentine’s Day’ campaign is a headed by Sunder Venketraman (Programming Head) and his team at 9XM. The music video is directed by Pankaj Sudheer Mishra who is known for his association with many comedy shows. The Sanskaari Valentine’s Day Campaign will also have a significant digital presence with four separate videos created especially for 9XM’s Facebook, Twitter and YouTube pages. Commenting on the digital initiatives, Vibha Gosher, Sr. VP – Digital, 9X Media, said, “Alok Nath’s image as Babuji and a Sanskaari person made him trend on Twitter for over 4-5 days. All the popular social media platforms were going crazy with Alok Nath jokes. He suddenly became the flavor of the season. Keeping this in mind we thought of creating this special for Valentine’s Day featuring Alok Nath. Beyond the Sanskaari Valentine Day video one can watch multiple short videos featuring Alok Nath giving tips to 9XM fans, on how to spend a Sanskaari Valentine’s Day. Besides the sanskaari engagement on Facebook, Twitter and WeChat, we have also created micro videos on vine platform” Indeed a nice idea!!!