Baskin-Robbins has appointed P9 Cinema Activation as their ‘Agency of Record’ (AOR) for cinema and multiplex activation in India for a year. It’s a renewable contract, which is an understanding that associates P9 and Baskin-Robbins for a year long deal with reference to any cinema related activity in India.
Commenting on this association and the benefits, Abhijit Thakar, Deputy GM, Cinema & Multiplex Activation, P9, said, “The benefits that the client while it does cinema are like rates in value adds and exposure to premiere. It would also help the client in getting tie-ups with number of multiplexes in order that Baskin-Robbins get a beneficial on speed buying and exhibition cost as well. In this way it will increase in visibility at the multiplex level where Baskin-Robbins is not present as of now. It will also get the benefits of customised idea from us.”
In the past, Baskin-Robbins along with P9 has executed activities in the multiplex and cinema space as an effective platform to reach to their audience. During the ‘Spiderman 3’ release, Baskin-Robbins launched three exclusive flavours – Spiderman, Sandman and Green Goblin, wherein anyone who buys any of these flavours will win Spider comic books. They also did on-screen advertising as co-branded TVC for the film. Spiderman and Baskin-Robbins standees were also showcased in various multiplexes all over the country.
Meanwhile, it’s been a year since P9 Integrated set up the Cinema and Multiplex Activation cell to cater to the untapped market of retail activation.
Speaking on the experience so far, Thakar said, “It’s been a year of existence and we have worked across various categories and markets. So, what we are doing is not only adding value to the brand but also adding value to the consumer. We are creating a different experience altogether at this domain.”
Starting with their first activation in 2006, P9 executed an innovative activity for Zoom TV. They then included their execution into co-branded on-ground activation with ICI Dulux – Inspira and ‘Salaam-e-Ishq’ followed by Asian Paints and ‘Eklavya’. Other activities that followed were for Zee TV, Baskin-Robbins, Ceat, ITC – Candyman, Cavin Kare – Spinz and Godrej – Interio.
In the coming months, P9 Cinema Activation plans out execution with the eagerly awaited ‘Harry Potter and the Order of the Phoenix’, ‘Cash’ and ‘Chak de India’.