MUMBAI: Embedded advertising specialist MirriAd has exclusively tied-up with P9 Integrated for executing deal-related activities in India.

The deal will see MirriAd using its technology to digitally integrate relevant brands and products within existing content in films, television and music videos that is marketed by P9 Integrated across India.

P9 Integrated CEO Navin Shah explains, "It is tedious for most brands and agencies to get involved during the production of films. So, by using this technology they can fit in brands after the film has been shot and readied. On TV, this can be used to fit brands in an episode which has a scope of driving high TRPs. Now they will have the leisure to associate and select the brand post the film shoot and need not worry during the production process."

Furthermore, this can even be implemented for the satellite or home video release of movies. "After a movie has released theatrically, we can even embed brands digitally for the movie’s home video or satellite release" adds Shah.         

MirriAd is a year-old company based in the UK and has a worldwide patent for this technology.

Mark Popkiewicz CEO MirriAd adds, "This partnership is significant because brand owners can now target audiences through popular Bollywood content using MirriAd’s embedded advertising platform. It is fantastic that P9 has recognized the ability of MirriAd’s business model to open up new revenue stream for the film industry."

MirriAd offers brands and their agencies content inventory. The whole process is managed online, and clients have full visibility of all key aspects of a campaign.