Percept India’s movie marketing vertical, P9 Integrated, has introduced two new business verticals – Bollywood Based Content and Cinema/Multiplex Activation. P9 has introduced these new verticals after firmly entrenching itself in movie advertising, publicity design, branding and media planning and buying.
Navin Shah, CEO, P9 Integrated, said, “We are the leaders in movie marketing. These new verticals are fully operational and will establish us as a one-stop shop for movie marketing.”
The organisation has appointed Chuman Das as General Manager, Content, to manage and create innovative Bollywood-based content. Das was earlier with Channel 7 as Head of Entertainment and has also worked in NDTV and TV 18 as Chief Reporter and Associate Director, respectively.
There are three forms of business under Bollywood Based Content – Electronic PR, Bollywood-based commission programmes and Advertiser Funded Programming. Electronic PR will take care of co-promotion, where content is created to benefit the TV channel / programme as well as the movie. Bollywood-based commission programmes will focus on movie specials, which are commissioned by several channels. Advertiser Funded Programming (AFP) is special content created to promote brands.
Das said, “My new role in P9 is about building content around the film and counter negative publicity for a film. There is a huge potential for Bollywood-content that P9 will present in an entertaining manner. Movie producers who spend money on marketing should do it because it is an investment for movies. I will focus on different ways of presenting content that will result in positive publicity for movies.”
Cinema / Multiplex Activation is headed by Abhijeet Thakar, who has joined P9 Integrated as Senior Manager. Thakar has worked with the ABP group for nine years and Dimple Cine Advertising as Head, Marketing (Corporate).
Commenting on this new vertical, Shah said, “As a medium, multiplex is doing to cinema what FM has done to the radio.”
Thakar said, “We will carry out several activities like product launches, brand awareness and display. Some of the other trends we are actively looking at are corporate block bookings and shop-in-shop models.”
P9 has also appointed Rahul Merchant to overlook the two new verticals. Merchant has earlier worked with Shringar Films, Channel 9 and Channel [v].
Shah further said that plans were afoot to launch three new verticals – Digital, Research and Training in Entertainment and Merchandising by February 2007. Merchant will be the Business Development Head for the upcoming verticals.
Shah said, “We will particularly focus on training as the movie marketing industry has just started growing in India. The need today is to have well-trained people who will take this industry forward. We plan to increase our staff from 35 people to 200 people by February 2007. There is a lot to do and we have just started scratching the surface. Movie marketing is a Rs 800 crore market and is expected to grow at 50 per cent y-o-y in the next three years.”
He added that all the new verticals were a more focused way of reaching multiple markets and re-establishing P9’s position as the most aggressive player in this nascent market.