MUMBAI: P9 Cinema Activation has been signed by Baskin & Robbins as their agency of record for cinema and multiplex activation in India for a period of year.

This is the first of its kind association in the industry wherein a brand has signed up a cinema activation agency as their exclusive agency of record (AOR) for multiplex and exhibition activities.

The contract is a renewable one, which is an understanding that associates P9 and Baskin Robbins for a year long deal with reference to any cinema related activity in India.

During the release of Spider-Man 3, Baskin & Robbins along with P9 executed activities in the multiplex and cinema space as an effective platform to reach to their audience.

P9 also celebrates its first anniversary today. It has been a year since P9 Integrated set up the Cinema & Multiplex activation cell to cater to the huge untapped market of retail activation.

Starting their first activation in 2006 with Zoom TV, they also did a co-branded on ground activity with ICI Dulux’ Inspira and Salaam-e-Ishq followed by Asian Paints and Eklavya.

With upcoming movies like Harry Potter, Cash and Chak De! India, P9 – Cinema Activation is looking forward to get aggressive.