The BBC is relaunching its Asian Network in a bid to focus on its youth credentials and to highlight the digital station’s “passion” for Asian music and culture.
The repositioning will be backed by a through-the-line campaign, which will have the strapline/ “The New Sound of Asian Britain”. It has been created by Fallon and will run across national TV, radio and online.
The TV ad features a musical soundtrack created from shorter musical scenes, layered and looped together. The “mash-up” mixes modern influences including drummers and DJs with more traditional sounds like Bollywood-style singing and a Tumbi. It aims to reflect the diverse range of music played on the digital station.
The campaign also includes a Web page created by Fallon’s digital division Hyper, which allows users to create and share their own “desi” music videos, a MySpace tie-up and online advertising.
The relaunch campaign follows a year of change for Asian Network, which has included new branding. In 2006, the BBC announced an extra £1m would be invested in the station in its British South Asian interests in a bid to make it a “mainstream part” of the corporation’s output. It also includes a 30% increase in full-time staff for the division.