9XM has associated with Cinemax to brand all mandatory slides that are shown during movie screenings. The partnership is across India.
Through this campaign, the channel will brand slides that are shown before a movie starts and during the interval. These would comprise slides such as ‘Please stand for the National Anthem’, ‘Don’t use your mobile phone during the movie’, etc.
The campaign would be launched over 71 screens across different cities such as Mumbai, Delhi, Kolkata, Ahmedabad, Pune, Nashik, Baroda, Surat, Guwahati, Raipur, etc.
Commenting on this initiative, Kapil Sharma, VP – Marketing, 9X Media Group stated, “After the success of ‘Happytizers’ activity that targeted restaurants across Mumbai, we are now taking these characters to multiplexes. The idea is to connect popular characters with their fans in an exciting manner.”
“So rather than a plain slide of ‘Please stand up for the National Anthem’, the 9XM slide will have our characters communicating the same message in their own fun version,” explained Sharma.
Cactii communications is the agency behind the creatives.
The channel has earlier also undertaken various on-ground marketing activities such as ‘Bade-Chote’, an initiative that interacted with kids of Apnalaya Foundation, Mumbai during Mumbai Marathon; sponsoring the IAA Olive Green Awards for excellence in green advertising; a safe driving campaign in October 2011, ‘Save Earth’ initiave at Mumbai Marathon in January 2012, etc.