Grey, Kolkata, wins ad account of multiplexes chain 89

Following a multi-agency pitch, Grey Worldwide, Kolkata, has been awarded the advertising account (both creative and media) of the soon-to-be-launched, city-based multiplex chain, 89. Grey would also be in charge of the multiplex brand's PR responsibilities Besides Grey, the agencies that were in the fray for the advertising business include Lowe, Bates India, FCB-Ulka Advertising and Mudra Communications. While executives at Grey are not forthcoming about the size of the business, they reveal that it is a substantial gain for the agency.

The 89 brand is owned by Calcutta Cine Private Ltd (CCPL), a joint venture between the Bengal Ambuja Group and Consolidated Entertainment Private Ltd (CEPL). "The multiplex is a modern day entertainment complex comprising more than one cinema hall, ancillary entertainment and recreational outlets. The 89 cinemas will house four halls, a cine club, a mini video games parlour, eateries and concessionaires. Computerized and web-enabled ticketing will be only some of the features," mentions an agency note on 89. The first 89 multiplex is, in fact, due for launch in end-May.

Quite naturally, the agency is gung-ho about the assignment. Says Priya Sarkar, account supervisor, Grey Worldwide, Kolkata, "Prashant Srivastava, the general manager at 89, has the reputation of successfully launching the first multiplex in India, PVR Anupam, New Delhi. His vast experience in the cinema exhibition industry will be just the right thrust required for a great take-off for 89 cinemas."

Incidentally, one of the first tasks that the agency was entrusted with was to brand the chain. "While the brand name may have been inspired by the address of the company, the point is, the branding had to be such that it was cluttering-breaking, campaign-able, and generated curiosity among the youth - our target group," explains Sarkar. "Very little branding is done using numbers, and branding using numbers gives one the freedom to create and attribute a value to the brand… which, in the case of alphabets, is limiting, as alphabets always mean something." And the communication task for Grey is to create a brand value associated with entertainment. "The strategy is to position 89 as a destination, a zone of comprehensive entertainment," Sarkar adds.

In the next eight months or so, Kolkata would witness the launch of another four or five multiplex brands. Inox is already present in the city, and Shringar Cinemas (of the Shringar Group) is expected to set foot in the nascent but promising category. As competition will peak in the coming months, 89 is preparing an arsenals of activities that would facilitate interaction with customers. The focus of these promotional activities would be on-ground (where the multiplex would be used extensively), with support from print and radio to help create an emotional bond with customers. "We are planning very meaningful promotions to enhance the overall movie-watching experience, and promote 89 as a hangout for the youth. The idea is to create a kind of experience for the youth that generates a bank of memories for them," says Sarkar, adding that in addition to advertising, brand-building initiatives would include customer loyalty programmes. © 2004 agencyfaqs!