MUMBAI: 21 June is World Music Day. For those not in the know, it is a day that celebrates the gift of music and originates from an initiative by American musician Joel Cohen in 1976 to have an all night musical event to mark the beginning of the summer solstice. Since then 32 countries have chosen to mark this day, no matter what the season in their respective lands is on that day.

9X Media too decided to celebrate World Music Day. It has done so in style. It today unveiled an official music video ?Tung Tucking Ting" in English and Punjabi on digital media and on all the five channels of 9X Media - 9XM, 9XO, 9X Tashan, 9X Jalwa, 9X Jhakaas. A Marathi version is slated to be released soon, along with another video which will feature Bade Chhote and Bheegi Billi will be released soon.

The official video is promoted through celeb integration which includes Ranbir Kapoor, Deepika Padukone, Ranveer Singh, Farhan Akhtar, Mika Singh and Honey Singh. The video is composed by Vaayu Srivastava, arranged by Tanishk Bagchi and directed by Clockwork Studio creative director Mrinal Bahukhandi.

"The thought and strategy behind this campaign is simple- communicate that music is contagious. Think Music, think 9X Media," says 9X Media Network executive vice president and new business head Punit Pandey.

The channel had on 10 June released an audio teaser of ?Tung Tucking Ting? on You Tube. ?Testing the viral effect of the digital platform, we chose to launch the audio on Youtube and let the magic begin. Over the last one week, we have seen over 70 videos which are various versions of what users have done with ?Tung Tucking Ting.? The song only re?affirms our promise of delivering catchy, upbeat and popular music across all our channels which stays on your mind," informs 9X Media Network Sr. VP - digital Vibha Gosher.

9X Media which has created a separate facebook page for the song has already received 506 likes in the last one week. "We have also created a twitter account and a website to reach out to our audience. The digital media platform allows our viewers to also upload their own funny and witty version of the videos," adds Pandey. 

9X Media is also promoting the song through Red FM. The song will be aired 20 times per day on each of the five channels. The song is also available as caller tune and ringtones. "Viewers can also catch the video on www.tungtuckingting.com," informs Gosher.