P9 Cinema Activation, a multiplex and mall activation service provider and a vertical of P9 Integrated, has been renamed P9 Experience: Activation, Entertainment & Beyond. The change in name comes in the wake of its expanded scope of services beyond the cinema and multiplex domain to other forms of activation keeping in mind the entertainment route of movies and music.
The company has also exclusively tied up with Pritish Nandy Communications as their marketing partner for their upcoming multiplex boutiques at Atria Mall in Mumbai. The company will execute various BTL, on ground, on screen and in mall activities for brands and advertisers in these multiplexes.
P9 Experience has taken a step in introducing Xenium technology in branding activations in multiplexes and malls. This helps in adding special effects to still projections, pictures and moving videos on any surface ensuring consumer interaction in an interesting way. These special effects get stimulated when they come in contact with visiting patrons due to motion censor cameras in the projectors. P9 Experience has also introduced ‘Balloon Branding’, an innovative branding solution in a floating balloon with an in-built television showcasing branded advertising. This balloon will glide in a designated area grabbing consumers’ and patron’s attention without putting much effort, hence making a simple branding option modern and dynamic.
With these innovations, the company will now leverage other mediums and platforms to conceptualise, plan and execute effective BTL activities to bring consumers and brands, products and services together, utilising the entertainment route.
P9 Experience has already kickstarted their new avatar by bagging accounts like Blue Foods, which will see the company executing some interactive activities for brands like Spaghetti Kitchen, Spoon, Noodle Bar and Gelato. Also in the pipeline are activities for Godrej Retail for Osim and Godrej Appliances for Colony Contact Programmes.
Elaborating on the rechristening strategy, Abhijeet Thakar, Associate Vice President, P9 Experience, said, “P9 Experience is our new brand name and we plan to bring out the message of how consumers can interact with brands across various mediums through the domain of entertainment marketing, not just restricting it to cinema. The market size for BTL is estimated to increase from Rs 1,000 crore to Rs 2,000 crore in a short span of time. This clearly shows that the sector is not only getting bigger in terms of business, but is also becoming an organised sector.”
Vishal Anand, Vice President-Marketing, Fun Cinemas, said, “P9 Cinema Activation has been instrumental in bringing innovative activations in the past 18-20 months. They are getting into a new medium altogether, and this will only help their brands reach deeper into the roots of their TG. Considering their vast variety of clientele across categories, you could only expect the most experiential activations by P9 Experience. In today’s time it is very difficult to grab the consumer’s attention, hence, the new Xenium Technology is indeed a boon. We’ve got excellent response for the film ‘D-War’, wherein P9 Experience created an interactive interface with the audience, thus increasing footfalls and viewership for the film.”
Over the past 18 months, P9’s Cinema Activation vertical has spread its wings across various industries sectors, ranging from ICI Dulux, Godrej Interio and CavinKare to MTV, Monster and Axis Bank.