9X Media, the company that runs popular Bollywood music channel 9XM, has partnered with multiplex major Cinemax India for a co-branded activity. The one-year deal will see 71 Cinemax screens across India to have all the mandatory slides shown during the movie screenings branded with 9XM and its characters - Bade and Chote of Bakwaas Band Kar.
The slides include those shown before the beginning of the movie and during the interval, like Please stand for the National anthem, Don’t use your mobile phone during the movie, etc.
As part of the barter, while 9XM gets the slides for a year, Cinemax would get logo presence on a short format show that is aired on 9XM called Filmy Flash. Besides, Cinemax would also get aston band presence on the channel.
Kapil Sharma, VP Marketing 9X Media Group said, “Our endeavour is to engage with our viewers in an entertaining manner across platforms. In the past we have partnered with restaurants, malls and cafes building a strong on-ground connect for the channel and our popular animated characters. This time around we’ve associated with the Cinemax multiplex chain for promotions across India. Instead of advertising in an already cluttered environment, we thought of branding the mandatory slides shown at the time of movie screenings and communicating the message though our characters Bade-Chote and Bheegi Billi. We hope the messages on these slides will edu-tain movie goers.”
The move is continuation of the company's plan of on-ground branding activities. The channel earlier did the Happytizers activity that targeted the restaurants across Mumbai. The activity is being rolled out in Mumbai, Delhi, Kolkata, Ahemdabad, Pune, Nashik, Baroda, Surat, Guwhati, and Raipur among other places.
