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MUMBAI:
P9 Cinema Activation, India’s leading Cinema, Multiplex &
Mall Activation service provider and a vertical of P9 Integrated
– A division of Percept Ltd has now rechristened to “P9
Experience: Activation, Entertainment & Beyond" with immediate
effect.
The
change in name comes in wake of its expanded scope of services beyond
the cinema and multiplex domain to other forms of activation keeping
in mind the entertainment route of movies and music. The Company
has also exclusively tied up with Pritish Nandy Communications as
their marketing partner for their upcoming multiplex boutiques at
Atria Mall in Mumbai. The company will execute various BTL, On Ground,
On Screen & In Mall activities for brands and advertisers in
these multiplexes.
P9
Experience has taken a pioneering step in introducing Xenium Technology
in Branding Activations in Multiplexes & Malls .This helps in
adding special effects to still projections, pictures & moving
videos on any surface ensuring consumer interaction in an interesting
way. These special effects get stimulated when it comes in contact
with visiting patrons due to motion censor cameras in the projectors.
Keeping in tradition with their inventiveness & ingeniousness
P9 Experience has also introduced “Balloon Branding”:
An innovative branding solution in a floating balloon with an in
built television showcasing branded advertising. This balloon will
glide in a designed area grabbing consumers & patron’s
attention without putting much effort hence making a simple branding
option modern & dynamic
With
these the Company will now leverage other mediums & platforms
to conceptualize, plan & execute effective BTL activities to
bring consumers & brands, products & services together utilizing
the entertainment route. This service will help advertisers have
an enhanced consumer interaction. This activity not only entertains
the consumers but also helps them achieve instant gratification
by winning various prizes & take aways. P9 Experience also provides
this platform as an effective pedestal for the advertisers &
brands to have an interactive interface with their consumers.
The
Company has already kick started their new avatar by bagging prolific
accounts like Blue Foods which will see the company executing some
interactive activities for brands like Spaghetti Kitchen, Spoon,
Noodle Bar and Gelato. Also in the pipeline are activities for Godrej
Retail for OSIM and Godrej Appliances for Colony Contact Programmes.
Over
the past 18 months P9’s Cinema Activation vertical has successfully
spread their wings across various industries sectors, ranging from
ICI Dulux, Godrej Interio and CavinKare to MTV, Monster and Axis
Bank. They have definitely been instrumental in changing the trend
of Cinema Advertising from the normal static branding to experience
initiatives such as Spinz Deodorants, Fairever and many such more.
Elaborating
on the rechristening strategy Abhijeet Thakar, Associate Vice President,
P9 Experience says “ While in Cinema domain we have signed
AOR with brands across various categories and at the same time created
some of the most experiential and innovative activation in the industry.
We have truly been able to change the face of Cinema Activation,
considering this we have been asked by many brands to extend our
scope of service for them in the BTL arena within the entertainment
domain. Movies are no doubt one of the best routes available for
brands to reach out to their set of TG’s. P9 Experience is
our new brand name and we plan to bring out the message of how consumers
can interact with brands across various mediums through the domain
of entertainment marketing, not just restricting it to Cinema. The
market size for BTL is estimated to increase from Rs 1000 to Rs
2000 crores in a short span of time. This clearly shows that the
sector is not only getting bigger in terms of business but also
of the fact that it is now becoming an organized sector where interest
lies from the brands".
Vishal
Anand – Vice President – Marketing – Fun Cinemas
– “P9 – Cinema Activation has been very instrumental
in bringing out some of the most innovative activations in the past
18-20 months of their existence. They going into a new medium all
together will only help their brands reach deeper into the roots
of their TG. Considering their vast variety of clientele across
categories, you could only expect the most experiential activations
by P9 Experience. In today’s time it’s very difficult
to grab consumer’s attention, the new Xenium Technology is
indeed a boon. We got an excellent response for the film D War wherein
P9 Experience created an interactive interface with the audience
hence increasing footfalls & viewership for the film.”
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