MUMBAI: Multiplex operator PVR-Inox with 1,750 screens, 357 properties across 111 cities in India and Sri Lanka, with an aggregate seating capacity of over 357,000 has done an ad deal for FY25 with its long-time business partner, Khushi Advertising Ideas (KAIPL). This is a cinema advertising concessionaire. KAIPL and PVR INOX share a decade-long business association within the cinema exhibition industry.
With over 20 years of market experience, Khushi Advertising Ideas crafts campaigns using mediums. Spanning 35 cities, backed by a team of over 250 professionals and more than 70 operations specialists, Khushi Advertising focusses on reaching the right audience at the right moment in a dynamic and competitive ad landscape. In the cinema ad space, Khushi manages a network of over 9,000+ screens across various multiplex and single chains, including PVR-Inox, Cinepolis, Miraj, NY Cinemas, UFO and QCN.
This new partnership with Khushi Advertising marks a significant step forward for PVR-Inox. The five-year contract is aimed at managing cinema ad sales in the South India market, with Khushi Advertising appointed as the exclusive ad-sales affiliate for this region. Cinema advertising saw a growth rate of 36% last year. This growth rate is expected to sustain, with the market Ad-Ex projected to grow by 12% this year.
Gautam Dutta, CEO Revenue and Operations PVR Inox said, “This new strategic partnership between two leaders in the industry goes beyond the transactional value. It aims to reform the market, provide better control over market narratives and commercials, and most importantly, uphold the value of cinema advertising among our esteemed advertisers and trade partners, who have been an integral part of our success. Traditionally, advertising sales contributed 10-11% of our total revenue, but post-COVID, that contribution dipped to around 7-8% as we were on a recovery path. We strongly anticipate that this partnership, along with our ongoing leadership initiatives, will strengthen our ad-sales contribution and help us return to pre-COVID levels. We look forward to the success of this partnership.”
Vishnu Telang, CEO Khushi Advertising Ideas said, “The South Indian film industry has experienced phenomenal growth, with blockbuster hits like KGF 2, RRR, Salaar Part 1: Ceasefire, and Pushpa driving robust advertising activity and fostering a passionate fanbase. With highly anticipated releases such as Vettaiyan, Kanguva and Pushpa 2 scheduled for this year, 2024 is set to be the ‘Year of South Movie Dominance.’ To leverage this momentum, we are excited to announce our strategic partnership with PVR Inox, which will significantly expand our advertising footprint in South India. This collaboration allows us to tap into a dynamic audience through highly impactful advertising campaigns linked to our diverse lineup of films, creating lucrative opportunities for brands to engage effectively.
“At Khushi Advertising, we excel in providing integrated OOH solutions across India, utilising specialised venues such as malls, airports, and corporate parks. Our strategic focus on maximising brand visibility ensures that we craft compelling campaigns that resonate with audiences in vibrant environments. Together with PVR Inox, we are poised to enhance advertising revenues and deliver your message directly to your target audience, no matter where they choose to engage.”
Pranay Shah, director Khushi Advertising Ideas said, “We are thrilled to announce our strategic partnership with PVR Inox, a leader in the cinema exhibition industry. This collaboration aims to revolutionise cinema advertising by providing brands with unparalleled access to a diverse audience in a captivating environment. As cinema attendance continues to rise, we anticipate that this collaboration will not only enhance brand engagement but also drive significant growth in advertising revenue for both Khushi Advertising and PVR Inox. Together, we are committed to setting new standards in cinema advertising and creating memorable experiences that leave a lasting impression on audiences.”
