MUMBAI: Some plan contest, while others offer free gifts, but at Zee Music, thing are tad different. The music arm of the Chandra promoted Zee group, Zee Music, promotes its fare by throwing a party.

The music channel based in the queen's land held its first officially endorsed club night at Bar Bollywood in Mayfair last Thursday, which was attended by several music industry artists and TV personalities, says a Zee Music release. With likes of Jay Sean and Juggy D performing on the Rishi Rich project, the night also saw Ikraar fame Nikita's perform along with Zee's own SK1.

While both Channel [V] as well as MTV are popular with youth world wide, Zee music is yet to make its presence felt. By introducing the club nights, which the channel plans to periodically conduct at the same venue, the channel will be putting in that extra effort needed to position it's brand with the young Asian crowd.

For the benefit of those not a part of this bash, the Zee Music plans to exclusively air the event but fun doesn't end here. Just like its Hindi entertainment counterpart- Zee, which has launched the Golden Voice Hunt, the music channel besides using the venue as material for it's TV shows is planning to launch new music talent.

According to the Zee Network Europe marketing head Govind Shahi: "Zee Music Nights in Bar Bollywood gives us another chance to be interactive with our youthful audience whose constant feedback is one of the reasons why we have come up with this idea"

Meanwhile the haven't really done away with other form of promotional campaigns, as a prelude to the glam campaign, the channel had promoted its TV channels heavily through poster advertising all over London.