The BBC’s radio station Asian Network, was failing to recruit the next generation of listeners. Nearly one in ten 18-34 year olds describe themselves as British Asian. But they were not connecting with the Asian Network’s sound, editorial or image, and listener numbers were in decline.

To more closely align the station with its audience we needed to define a cultural space that spoke to this generation’s sense of dual identity: 100% British, 100% Asian.

The brand film features rapper Raxstar who takes his musical influence from the UK grime scene and his Indian heritage.