P9 Integrated, known for creating branding opportunities in films and multiplexes, has now forayed into the multi-billion dollar world of music. Announcing a tie-up with Universal Music Group, P9 Integrated will exclusively handle all the branding and marketing activities for the titles from the Universal stable in India. This partnership also includes all the in-video brand placement and allied branding activities, like co-branded accessories and promotional accessories.
Speaking on the tie-up, Navin Shah, CEO, P9 Integrated, observed that by the year 2010, music-based marketing would account for close to Rs 80 crore. Explaining more about the branding opportunities available for brands in this space, Tejaswini Arvind Aparanji, Deputy GM-Branding Entertainment, P9 Integrated, said, “A brand can ride the wave of a music album through various opportunities like embedding content, album branding, media association, merchandising and other such methods. This partnership with Universal Music Group ensures that P9 will be the only agency that can give brands a chance to associate with the music album from their vast library of artistes like Enrique and 50 Cents.”
Citing the example of ‘Insomniac’, the latest album from Enrique, which had three brand associations, Sunil D’Sa, AVP-Marketing, Universal Music Group, noted that Airtel, Nokia and DYC had tied up for the album. Through this association, Nokia had a product placement in one of the videos of ‘Insomniac’, and also launched one of its music edition phones in the country, simultaneously with the launch of the album.
Rajat Kakar, MD, Universal Music Group, pointed out that the company has different partners in various markets for marketing its music albums. “Our entire library of music content will be marketed by P9 in India, and I believe we have chosen the right agency for the job.”
The branded entertainment bug is catching on in India with films and television serials. Now, even music videos and albums will be filled with brands trying to grab the attention of the viewer. Industry players believe that what we now see is just a tip of the iceberg. We will have to just wait and watch to see the extent to which advertisers can go, to attract customers.