9XM ties up with Cinemax

The music channel has entered into an agreement with the multiplex chain Cinemax to connect with a wider audience.

In a recent development, music channel 9XM has joined hands with multiplex chain Cinemax India to promote the characters Bade Chote to entertain & engage with consumers. According to the deal, about 70 Cinemax theatres across the country will showcase slides to promote 9XM, including Bade-Chhote jokes, during shows.

The theatres will showcase six-seven branded mandatory slides of 9XM during each show at various points like before the national anthem, during the interval and at the end of the movie.

afaqs! spoke to Kapil Sharma, vice president, marketing, 9X Media, who says that the group plans to engage with its audience during the movies this time. He says, "We like to try different touch points like stations and restaurants. Through cinema, we can easily reach out to our customers. Our basic aim is to connect with them in an engaging manner."

9XM aims to target the audience in the age group of 15-34 years that consumes most of the content shown on the channel.

Speaking more about the development, Sharma says that the contract is for one year but refused to divulge any financial details.

The deal comes as an extension to the earlier partnership between the two, where Cinemax played 9XM properties like Bheegi Billi investigates & movie contest promos. The earlier arrangement lasted for 12 long months and came to an end recently.'

Sharma adds that 9XM will continue to connect with its consumers in the most innovative and engaging manner. However, any type of branding exercise completely depends on the kind of audience they can target at that touch point.

Earlier, 9XM has collaborated with several music bands, Hungama channel and also launched music stores. During the year, the group had tied up with 40 restaurants as their primary music channel in an initiative called 9XM Happytizers.

9XM is the music channel offering of 9X Media, which also offers 9X Jalwa, 9X Jhakaas, 9XM (UK), 9XO and 9X Tashan.