National digital radio station BBC Asian Network launches its biggest marketing campaign to date from next week across television, radio and online. Dubbed: The New Sound of Asian Britain, it launches on Monday 4th February and profiles the Network’s passion for the best in Asian music and culture.

The TV trail, to be shown on BBC TV, creates a new musical soundtrack from many shorter musical scenes layered and looped together. It mixes modern influences like drummers and DJs with more traditional Asian sounds and instruments including Bollywood singing.

The campaign consists of: 1 x 30sec TV brand trail; 2 x 10 second TV appointment to listen trails; online game where you can ‘Mix your own desi track’; onliner banner campaign; and radio trails. It will feature award winning Bobby Friction, Hip Hop turntablist, DJ Kayper, rapper Mumzy and Bhangra singer H Dhami.