MUMBAI: 9XM, India?s No.1 Hindi Music Channel, in collaboration with Sony Music India has launched its own version of the song that has created a rage world over - ?Kolaveri Di?, starring 9XM?s Bheegi Billi. Titled ?Why is Bheegi Billi Just Like This?, the animated version, developed by the in-house team at 9XM, showcases various ?oops moments? faced by Bheegi Billi.

Speaking on the initiative, Mr. Amar Tidke, Head of Programming, 9XM said "We are pleased to collaborate with Sony Music India and present our viewers with a kickass animated version of Kolaveri Di. It is our constant endeavor to provide content on the channel that is not only entertaining but also current and topical. 9XM?s viewers have always appreciated the innovative programming, be it the Bakwaas Band Kar specials, the Bheegi Billi brand integrations or the series on 9XM Investigates. 9XM has always recognized the power of music and is the only channel in the country to have gone ahead and created its own rendition of the song that?s taken the world by storm! Keep watching the Channel for many more such innovations."

Kolaveri Di from the upcoming Tamil film ?3? is written and sung by superstar Dhanush and is composed by music director Anirudh Ravichander. The song instantly became viral upon its official release by Sony Music India, garnering massive hits on YouTube. Within a few weeks, YouTube honored the video with a Recently Most Popular Gold Medal Award for receiving a large number of hits in a short time.

Mr. Sanujeet Bhujabal, Marketing Director, Sony Music India said, "Kolaveri Di has become an anthem where in people across the globe are humming the song and creating their own versions. We are happy to be associated with 9XM where in the song and its concept will be featured in a new creative format and I am sure people will enjoy this too."

In the recent past 9XM had teamed up with Sony Music for music integration between FIFA World Cup 2010?s official anthem -?WAKA WAKA (This Time for Africa)? and 9XM?s football anthem featuring the animated characters. This initiative received a stupendous response from Viewers making it an instant hit on the Channel.

Stay tuned to 9XM to watch the very innovative version of Kolaveri Di featuring Bheegi Billi. You can also watch the song on www.9xm.in and download the full length video and audio of the song or the wallpaper through mobile phones. You can also set the song as your caller tune and ringtone [sms ?Billi? to 56060].