Top Story


Home >> Media - Others >> Article

Growing multiplexes boost P9 Experience in brand activation

Font Size   16
Growing multiplexes boost P9 Experience in brand activation

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.”

Client Perspective

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.”


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.