P9 Edge expects 25-30% contribution to P9 topline

P9 Edge is entering the space of owned IPRs with three new properties this year. In the coming years, the division is expected to account for 25-30% of P9’s revenues.

The first property, in the gaming space, is billed as India’s biggest ‘gametainment’ show, and is expected to roll out by October 2009. An eight episode youth-based reality show and a music-based show are in the pipeline.

Explaining the rationale behind entering this space, Vishal Shetty, Events Head, P9 Edge, said, “In this highly competitive world, the need is now to own assets and work on those assets on a year-to-year basis. We at P9 Edge (Events and Conceptualizing vertical of P9) strongly recognize the importance of owning our own intellectual properties and of course invest all our energies toward it. In the future, owning IPs is going to be the key factor and the only way to be in the big game.”

“In the coming years, the IPR business will contribute about 25-30% of P9’s total business and will only grow as the properties grow,” he added.

He stated that of the three properties that will roll out this year, two of them already have clients on board. “We have one more to close in three months’ time, and we are confident that we will achieve it. We have a target of five yearly properties which we will achieve by the end of 2010 – not counting the IPs that we create for our existing pool of clients,” added Shetty.

Shetty surmised, “We strongly believe the offering we at P9 have in the entertainment space is not only unique, but it is going to be the differentiating factor which will keep us extremely competitive. Our core strengths are ideating, marketing, amplifying and most importantly giving value for money to our clients. That, I believe, is going to keep us ahead of our competition.”

Shukla explained the elements of the campaign. He said, “We begin with a gyaan yatra in each of the cities, followed by a dealer meet. At the dealer meet, information is given out about the program, which is the schemes and promotional activities being run by the brand at the retail outlets.”

The program is supported by other media like point of purchase communication, print and outdoor advertising. The activity will begin with Pune on June 4 and will move to the other cities thereafter.

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