With the rapid growth of multiplexes in various cities, including Tier II cities, brands have begun investing heavily in cinema as a medium for brand activation. P9 Experience, a sub-brand of P9 Integrated, a division on Percept Ltd, has been instrumental in setting a benchmark for advertisers in the domain of cinema advertising. The movie marketing company has been instrumental in introducing several corporates, including Godrej Interio, Van Heusen, Parx, and Tata Motors (Indigo), among many others, to brand activation. Akshay Kumar’s latest blockbuster ‘Singh is Kinng’ and the forthcoming ‘Bachna Ae Haseeno’ are among the movies that are witnessing a lot of brand activation.
Besides the growing penetration of multiplexes, single screens in smaller cities are turning into digital format theatres. This has resulted in bringing the audience back to the theatres for a complete cinema viewing experience. Hence, cinema advertising has been witnessing tremendous growth with more and more ad films and on-ground activation.
Speaking on the brands investing with P9 Experience, the company’s Associate Vice President, Abhijeet Thakar, said, “Majority of spends on cinema advertising come from FMCG companies, however, with the mushrooming of multiplexes and given the current retail scenario, a lot of other brands are also eager to tap the medium.”
Commenting on the ad spends, Thakar said, “There are brands that spend in cinema advertising to the tune of Rs 3-4 crore. According to industry estimates, brands like HDFC Standard Life Insurance are spending close to Rs 2 crore just on ad film screening. Godrej Interio is another brand that believes thoroughly in the medium of cinema advertising and is spending about Rs 50 lakh. ICI Dulux had spent Rs 1.5 crore last year with P9 Experience.”
On whether brand activation could be measured, Thakar said, “Till date, there is no technology or software developed in India to measure the effectiveness of brand activation. The current system in use involves field staff going into the crux of the activation to maintain quality checks and database generation. The other option that could be used is third party system of monitoring in the form of research agencies.”
On the future of brand activation, he observed, “The industry still hasn’t scratched the surface as of now. India has not seen development brand activation, but in the coming years, this medium is only going to get more mature and very soon we will see a system put in place that would measure the effectiveness of this medium. This will further enhance the confidence in advertisers to allocate more budgets for this medium.”
When asked whether such activities resulted in sales, Vijay Menon, GM – Marketing, Tata Motors, said, “All of them have. All these activities have typically converted into sales, so eventually brand activation has been more of a success and the response from Tier II cities has been terrific.”