Mumbai: Kwality Wall’s has announced its association with INOX to introduce ‘Trixy CineGame’ gaming experience on the cinema screen.
The gaming experience allows movie goers in Mumbai & Delhi to play a multiplayer game called Trixy CineGame through their mobile phone.
Speaking on the occasion, Maya Ganapathy, General Manager, Kwality Wall’s, India said, “Kwality Walls is all about fun and celebrating small joys in unique ways. We thrive in bringing innovative flavours and designs to our consumers every year through our ice creams and frozen desserts. One such launch this year is the Trixy Blueberry Cheesecake cup, a melange of delectable flavours and textures which brings together the blueberry and cheesecake trends that have swept India’s dessert lovers. We needed a partner to introduce this unique product in an engaging and equally unique way and who better that INOX to play this role! Cinema is a great place to embrace innovation and interactivity and we are glad to associate with a like-minded partner like INOX to bring this launch to life on the big screen.”
“At INOX, we are always upbeat about leveraging technology while providing our audience with experiences that engage and entertain them and brings value to our advertising partners. We are taking the ‘captivating’ cinema feel to the next level by introducing a unique playing concept of ‘CineGame’, making the break time Ad-free and fun for the audience. This collaboration with Kwality Walls is a revolutionary step to make numerous touchpoints of the cinema journey, more innovative, engaging, and memorable.” added, Anand Vishal, Chief Sales and Revenue Officer, INOX Leisure Ltd.
“The Trixy Cheesecake CineGame experience is a winner because it brings together the 3 passions of Movies, Food & Gaming this summer said Ajay Mehta, Senior Vice-President, Mindshare Content+ and Partnerships. “Recreating the Trixy 3 Layer product experience through a larger-than-life gaming format that is sure to thrill audiences,” he added.
“ITV is proud to introduce CineGame, a first of its kind Cinema Gaming Experience at multiplexes this summer. We are happy to have Kwality Walls premiering the technology at INOX multiplexes. A truly innovative media format that would help brands reinforce their propositions through interactive brand experiences” said Ajay Mehta, Founder and Managing Director, iTV & Managing Director, Kinetic India.
Campaign Credits:
Client: Hindustan Unilever
Brand: Kwality Walls Trixy
Brand Team: Maya Ganapathy, Anika Malhotra, Ruchi Sharma
Media Team: Tejas Apte, Sanna Tandon
Agency: Mindshare Fulcrum
Fulcrum Lead: Harshdeep Chhabra
Mindshare Content Lead: Ajay Mehta
Fulcrum Content Lead: Sunny Rangwani
Project Lead: Rakesh Rao, Laveesh Pandey, Pooja Sawant
Client Lead: Nikita Pethkar, Imran Khatri
Trading Team: Rohin Desai, Umashankar Karri, Rahul Bhise, Rajesh Rao
Technology Partner: Interactive Television
Technology Lead: Ajay Mehta, Dhirender Suri
Multiplex Partner: Inox Cinemas
Multiplex Lead: Anand Vishal, Arindam Pal, Rajesh Makhija, Vaibhav Pingulkar
