In association with
Campaign Work, Thursday, 26 February 2009 01:54PM
This 30-second ad for digital radio station BBC Asian Network mixes modern and traditional sounds to reflect the range of Asian music the station plays.
Directed by Guillaume Delaperriere, the ad mixes drummers and DJs with the more traditional sounds of Bollywood singing and the Tumbi, a traditional North Indian instrument.
It features Asian Network's (and Radio 1's) DJ Bobby Friction, hip hop artists DJ Kayper and Rishi Rish, rapper Mumzy and bhangra singer H Dhami.
This article was first published on Campaign Work