MUMBAI: Multiplex operator PVR Inox joined forces with travel brand Goibibo to craft a campaign during the release of ‘Vettaiyan’. The campaign looked to tap into the emotions surrounding Rajnikanth, crafting games and activities that celebrated his presence while showcasing Goibibo’s offerings. Far from traditional advertising, this initiative transformed cinemas into hubs of activity, with live contests, interactive trivia, and exclusive rewards that looked to blur the lines between entertainment and branding.
The campaign the parties said captured the attention of more than 1 lakh moviegoers across 2 cinemas in Chennai, creating a buzz that spilled from the theatres into the digital space. By integrating live contests, engaging trivia sessions, and exclusive giveaways, it looked to turn a routine movie outing into an event.
Cinemas became stages for Goibibo’s gamification. As fans settled in for their Rajnikanth spectacle, trivia lit up the screen with quirky questions like, “Rajnikant sir’s priceless moves, what’s known for providing value-for-money experience?” seamlessly linking his unmatched charisma to Goibibo’s travel offerings and engaging 10% of the customers present inside the theatre. A total of 84 fans walked away with gifts, popcorn, and other rewards from PVR INOX and GoIbibo. The cinema lobbies, too, became extensions of this vibrant energy. The atmosphere was buzzing with anticipation as moviegoers competed for rewards, further enhancing their cinema experience.
Gautam Dutta CEO PVR Inox said, “Cinema is the ultimate platform for brands to make an unforgettable impact. It’s where entertainment and advertising collide, offering an immersive experience that no other medium can match. Partnering with Goibibo has allowed us to take this to new heights—transforming a simple movie outing into a dynamic brand experience. This campaign isn’t just about reaching audiences; it’s about driving measurable engagement and delivering real-time results. We are setting a new standard for in-cinema advertising with ‘Game on Screens’, proving that cinema can deliver results far beyond traditional advertising formats through precise targeting and uninterrupted engagement.”
Raj Rishi Singh, CMO Goibibo, said, “At Goibibo, we are always exploring innovative ways to connect with our audience and deliver memorable brand experiences. This campaign while capturing the unmatched energy of a Rajnikanth and Bachchan release, also brings Goibibo’s value-driven travel offerings to life in a way that resonates deeply with moviegoers. By harnessing the power of gamification, we’ve transformed traditional advertising into an immersive, engaging experience and are thrilled with the positive response and engagement we have received. This reinforces our belief in the potential of this model to create deeper, more meaningful connections with our customers, and we look forward to unlocking its possibilities further.”
The campaign looked to also create an impact online, with fans sharing their experiences on social media and collaborating with celeb influencers such as Rakshan_VJ and anchor Diya Menon. The aim was to further multiply the reach of both brands. By integrating gamification with traditional advertising, the Vettaiyan campaign has set a precedent for experiential marketing in cinemas added PVR Inox.
Following the gamification campaign with Goibibo, other brands are coming on board to collaborate with PVR Inox and leverage the ‘Game-On-Screens’ model for advertising. More such events planned across cinemas in South India during the theatrical run of ‘Pushpa 2’. PVR Inox and Goibibo added that they have proven that advertising can be more than a message; it can be an event, a memory, and a reason for audiences to return—both to cinemas and to the brand.
