afaqs!

Ahmedabad-based Khushi Advertising bags exclusive on-screen ad rights for Cinemax India

By Surina Sayal , afaqs!, Mumbai | In Advertising | July 04, 2011
The agency now has on-screen rights for three years for the multiplex chain's currently run 115 screens, in 18 cities.

In a recent development, the Gujarat-based Khushi Advertising has bagged the exclusive rights of ad film screening (on-screen rights) across the Cinemax Multiplex chain in the country.

The agency has acquired the rights for the duration of three years. This includes rights to the existing 115 screens across various locations in 18 cities, as well as the upcoming 300 screens, within these three years of the contract.

Pranay Shah, proprietor, Khushi Advertising, says on the development, "We have been in the business for the last five years and have always been innovative and aggressive in our approach. This is the turning point for our organisation, and from here, we can only go up. The association with Cinemax will see more of our visibility and dominance in the entertainment segment."

In fact, prior to signing on Khushi Advertising as the sole rights concessionaire, Cinemax handled all its on-screen and off-screen rights in-house, with Khushi Advertising handling case-to-case projects and clients for Cinemax. Now, while off-screen branding (rest of the multiplex premises besides the screens) will continue to be handled by Cinemax, the agency will look after on-screen branding specifically.

Sunil Punjabi, chief executive officer, Cinemax, says, "Khushi Advertising and Cinemax have always worked closely and this on-screen association has only got us closer. Cinemax is growing aggressively in 18 cities, and will now be able to give advertisers a pan-India reach through this network."

For the record, Khushi Advertising was set up in 2004, and has for the last five-odd years been selling multiplex onscreen space of Cinemax, PVR, Big Cinemas, Inox and Fun Cinemas. The agency also has rights to multiple hoarding sites, malls, super stores and clubs in the state of Gujarat, and has steadily been growing in other markets, too.

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