South Indian screen luminary Kamal Haasan has signed up with P9, a Mumbai-based movie marketing company (part of Percept IMC). This is the first time that the actor has engaged an agency for celebrity management. This also marks P9’s formal entry into the southern markets.
P9 started operations in October, 2004, with a focus on movie marketing across the country. Speaking with exchange4media, Sanjai Bhutiani, CEO, P9, said, “The film industry is waking up to becoming more professional and organised. There is a huge potential in investing marketing methods to bring about orderly brand tie-ups.”
Bhutiani, the man behind the Kaante-Thums Up tie-up as also the Baghban-Tide tie-up, clearly views the southern market as a land of immense opportunity. “The south has a unique culture and flavour, with varying languages and people profiles. The movie business is big and the stars here have a huge fan following. Considering that most brands get 30 to 40 per cent of their sales from here, it is important that someone understands the intricacies here and recommends celebrities with appropriate brand fits,” he explained.
Signing up with Kamal Haasan is a big feather in P9’s cap. With the deal, the agency will not only be advising him on endorsements, but will also manage all merchandising, events and promotions – nationally and internationally – for the versatile actor.
P9 is reportedly also working on more tie-ups with stars of the southern screens. Details on the developments are expected soon.