9xJalwa, one of India’s leading music channels had an interesting proposition for us. With an essential offering of classic Bollywood hits from the 90’s to 2013, they wanted to capture a younger but well-informed audience. Their current brand befuddled the audience, as there was no particular format they followed for their media. Our challenge was to reevaluate, rebuild, and create a fresh new avatar that would marry the old with the new. Inject freshness into the brand and create a flexible, and versatile framework that could produce infinite visual interpretations and rebuild a robust new brand promise.