New Delhi: In a move poised to reshape the South Indian cinema advertising landscape, PVR-INOX, India’s largest film exhibitor, has announced a strategic five-year partnership with Khushi Advertising Ideas Pvt. Ltd (KAIPL), the country’s leading cinema advertising concessionaire.
This collaboration marks a significant step forward for both companies. Khushi Advertising will become the exclusive ad-sales affiliate for PVR-INOX in South India, leveraging their extensive network of over 9,000 screens across various chains. This strategic alliance strengthens PVR-INOX’s leadership in the region, a booming market with immense potential.
Cinema Advertising on the Rise
The partnership reflects the growing confidence in cinema advertising, which witnessed a staggering 36% growth last year, placing it among the fastest-growing sectors in the Indian media space. This trend is expected to continue, with market Ad-Ex projected to rise by 12% in 2024.
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Leaders Combine Strengths
“This partnership goes beyond just transactions,” says Mr. Gautam Dutta, CEO – Revenue and Operations, PVR INOX Limited. “We aim to elevate cinema advertising, provide greater control over market narratives, and ensure maximum value for our esteemed advertisers and partners.”
Khushi Advertising, with its 20-year experience and expertise in crafting innovative ad campaigns, brings a wealth of knowledge to the table. Mr. Vishnu Telang, CEO of Khushi Advertising, emphasizes the booming South Indian film industry, stating, “2024 is shaping up to be the year of South Indian cinema, with highly anticipated releases like Pushpa 2. This partnership allows us to create impactful campaigns that resonate with audiences.”
A Win-Win for Brands and Audiences
The combined expertise of PVR-INOX and Khushi Advertising promises a win-win for brands and moviegoers alike. Brands gain access to a captive and engaged audience through strategically placed advertisements, while audiences are treated to a more immersive cinema experience.
