"The new sound of Asian Britain" campaign comprises the station's first TV advertising, along with radio and online activity, and is aimed at British Asian youth.
The campaign features Asian Network's DJ Bobby Friction, hip hop turntable artists DJ Kayper and Rishi Rich, rapper Mumzy and Bhangra singer H Dhami.
The 30-second TV spot features a musical soundtrack, created by director Guillaume Delaperriere from many shorter musical scenes layered and looped together. It mixes modern influences including drummers and DJs with more traditional sounds like Bollywood-style singing and the Tumbi, a single-stringed instrument used in Bhangra music.
The online work, created by Hyper, comprises a that allows users to create and share their own desi music video online. It also includes online advertising and a MySpace partnership.
Last year Bobby Friction won a Sony Gold Award for his 10pm specialist music show 'Friction'.
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