PVR-INOX, the largest and most premium film exhibitor in India with 1,750 screens across 357 properties in 111 cities in India and Sri Lanka, aggregating over 357,000 seats, continues its aggressive stance in the cinema advertising space by winning a significant advertising deal for FY25 with its long-time business partner, Khushi Advertising Ideas Pvt. Ltd (KAIPL), the largest cinema advertising concessionaire in India today. The association between KAIPL and PVR-INOX is more than a decade long in the cinema exhibition business.
Khushi Advertising Ideas Pvt Ltd is more than two decades old and has made its own niche in the markets with innovative and effective ideas by using more than one medium to show long-lasting impact in the consumer’s mind. Khushi Advertising now stands at 35 cities, and thus far has attracted over 250 professionals and more than 70 operation specialists to a new set of duties that promise to excel in achieving the right audience at the right moment within a dynamic and extremely competitive advertising landscape. Cinema advertising has gotten Khushi an expansive network of over 9,000+ screens encompassing multiplex as well as single chains like PVR-INOX, Cinepolis, Miraj, NY Cinemas, UFO and QCN.
With this new tie-up with Khushi Advertising, PVR-INOX has reached a new milestone. The five-year agreement is geared to handle sales of cinema advertising in the South India market, for which the exclusive ad-sales affiliate duties have been awarded to Khushi Advertising. With this alliance, PVR-INOX will consolidate its leadership and market share in cinema advertising in South Indian cinemas. It is an important region for the cinema exhibition industry. This alliance reflects high confidence in the future potential of cinema advertising. Its growth rate last year came in at an impressive 36% of all Indian media space, among the very best. The market Ad-Ex is expected to grow by 12% this year.
According to the statement from Mr. Gautam Dutta, CEO–revenue and operations–PVR INOX Limited, “This new strategic partnership between two leaders in the industry goes beyond the transactional value. It is about reforming the market, giving better control over the market narratives and commercials, and most importantly, upholding the value of cinema advertising among our esteemed advertisers and trade partners, who have been an integral part of our success.”. Normally, advertising sales have made up 10-11% of our total revenue; however, following COVID, this contribution had dropped to approximately 7-8% since we were on a recovery trend. We are very confident that this association, combined with our leadership schemes, will enhance our ad-sales contribution and enable us to get back on the pre-COVID level of sales. We await the success of this partnership.\”\
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Mr. Vishnu Telang, CEO of Khushi Advertising Ideas Pvt. Ltd. pointed out the phenomenal growth and all-around appeal of South Indian cinema: “The South Indian film industry has grown phenomenally, with blockbuster hits such as KGF 2, RRR, Salaar Part 1: Ceasefire, and Pushpa driving robust advertising activity and fostering a passionate fan base.”. With Vettaiyan, Kanguva, and Pushpa 2 slated for this year, this promises to be the ‘Year of South Movie Dominance.’ To stay focused on this momentum, we are thrilled to announce our strategic partnership with PVR Inox, which will see the milestone expansion of our ad footprint across South India. This is how we tap into the dynamic audience through very impactful advertisements aligned with our diverse assortment of films and hence present lucrative opportunities for brands on effective engagement.
At Khushi Advertising, we are very effective in providing an integrated OOH solution across India, using a wide range of specialized venues like malls, airports, and corporate parks. With our strategically strong focus on maximizing brand visibility, we ensure that we create compelling enough campaigns that resonate with audiences in vibrant settings. We partner with PVR Inox to ensure that this balance helps increase advertising revenues while taking your message straight to your audience, irrespective of where they might want to engage.
It is exciting to announce our strategic partnership with PVR INOX, the leader in the cinema exhibition industry. This union will revolutionize cinema advertising by providing brands with unmatched access to a diverse audience under an appealing environment.” – Mr. Pranay Shah, director at Khushi Advertising Ideas Pvt. Ltd. This association is timely with the growth in cinema attendance, so we would expect more fun times with brands as well as high growth in advertising revenue for both Khushi Advertising and PVR INOX. Together, we shall strive to set new benchmarks in cinema advertising and forge memorable experiences that shall leave an indelible print on the minds of audiences.
