Mumbai: P9 Cinema Activation, a vertical of P9 Integrated, has been rechristened to 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.

 

The newly-named P9 Experience has taken a pioneering 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 it comes 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.

 

The company has already kick started their new avatar by bagging prolific 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.

 

Over the past 18 months P9’s Cinema Activation vertical has successfully spread their wings across various industries sectors, ranging from ICI Dulux, Godrej Interio and CavinKare to MTV, Monster and Axis Bank. They have definitely been instrumental in changing the trend of cinema advertising from the normal static branding to experience initiatives such as Spinz Deodorants and Fairever.

 

Elaborating on the rechristening strategy, P9 Experience associate vice president Abhijeet Thakar says, "We have truly been able to change the face of Cinema Activation, and considering this we have been asked by many brands to extend our scope of service for them in the BTL arena within the entertainment domain. Movies are no doubt one of the best routes available for brands to reach out to their set of TG’s. 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."

 

He added, "The market size for BTL is estimated to increase from Rs 1000 to Rs 2000 crores in a short span of time. This clearly shows that the sector is not only getting bigger in terms of business but also of the fact that it is now becoming an organized sector where interest lies from the brands".

 

Fun Cinema vice president, marketing Vishal Anand said, "P9 – Cinema Activation has been very instrumental in bringing out some of the most innovative activations in the past 18-20 months of their existence. They going into a new medium all together 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’s very difficult to grab consumers’ attention. The new Xenium Technology is indeed a boon. We got an excellent response for the film D War wherein P9 Experience created an interactive interface with the audience hence increasing footfalls and viewership for the film."