PVR-INOX Teams Up with Khushi Advertising for Cinema Ads in South India

PVR-INOX has formed a strategic alliance with Khushi Advertising Ideas Pvt. Ltd. (KAIPL) to enhance its cinema advertising efforts across South India. This partnership is set to span five years, making KAIPL the exclusive ad-sales partner for PVR-INOX in the region. The collaboration represents a significant opportunity for both companies, combining their strengths to drive growth in the cinema advertising market.

Expanding PVR-INOX's Reach Across India and Sri Lanka

PVR-INOX operates an impressive network of 1,750 screens across 357 properties in India and Sri Lanka, boasting a seating capacity of over 357,000. With its vast cinema infrastructure, PVR-INOX has become a dominant player in the Indian entertainment industry, providing audiences with a premium movie-watching experience. This partnership with Khushi Advertising is expected to further enhance the brand’s advertising revenues in South India.

Khushi Advertising, a leader in cinema advertising for over 20 years, manages a network of more than 9,000 screens across various cinema chains, including PVR-INOX. By joining forces with PVR-INOX, Khushi Advertising is poised to leverage its deep expertise in cinema advertising to bring innovative ad campaigns to South Indian screens.

Strengthening Cinema Advertising Revenues Post-COVID

Gautam Dutta, CEO of Revenue and Operations at PVR-INOX, expressed his excitement about the partnership, highlighting how the collaboration aims to reshape the cinema advertising landscape. He emphasized that the partnership goes beyond simple business transactions and focuses on creating long-term value for advertisers and trade partners. According to Dutta, advertising sales traditionally contributed 10-11% of PVR-INOX’s total revenue. However, due to the impact of COVID-19, this figure dipped to around 7-8% during the recovery phase.

With the new partnership in place, Dutta anticipates a resurgence in advertising revenues, returning to pre-COVID levels. He stated, “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.”

This strategic collaboration is expected to bolster PVR-INOX's advertising operations, offering advertisers new opportunities to engage with moviegoers in the vibrant South Indian market.

Cinema Advertising Growth in South India

The cinema advertising sector in India has witnessed significant growth, with a 36% increase last year. This year, the market is expected to grow by 12%, reflecting a strong demand for innovative advertising solutions in cinemas. The PVR-INOX and Khushi Advertising partnership comes at a pivotal moment when cinema advertising is poised for continued expansion.

This collaboration not only strengthens PVR-INOX’s position in South India but also underscores the growing potential of the region’s cinema advertising industry. With the rising popularity of South Indian films and a loyal, passionate audience base, this partnership offers exciting opportunities for brands to connect with a wide range of consumers.

South Indian Film Industry’s Role in Advertising

The South Indian film industry has seen explosive growth in recent years, producing several blockbuster hits that have captured the attention of global audiences. Movies like KGF 2, RRR, Salaar Part 1: Ceasefire, and Pushpa have fueled a surge in advertising activity and built a loyal fanbase across the region.

Looking ahead to 2024, the South Indian movie industry is set for even greater success, with highly anticipated releases such as Vettaiyan, Kanguva, and Pushpa 2 expected to dominate the box office. These major film releases offer lucrative opportunities for advertisers to create impactful campaigns that resonate with audiences.

Leveraging the Power of South Indian Cinema

Vishnu Telang, CEO of Khushi Advertising Ideas Pvt. Ltd., expressed his enthusiasm for the partnership, stating that South India is a vital market for cinema advertising. He highlighted the powerful influence of the region’s film industry and its role in driving advertising activity.

Telang explained, “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.” He further noted that the collaboration between PVR-INOX and Khushi Advertising is well-timed to take advantage of the momentum generated by these highly successful films.

By tapping into the dynamic South Indian cinema scene, brands can engage with a diverse audience through innovative, highly impactful advertising campaigns. The partnership is expected to open up new avenues for advertisers to target specific segments of moviegoers, enhancing the effectiveness of their campaigns.

The Future of Cinema Advertising in South India

As PVR-INOX and Khushi Advertising embark on this five-year collaboration, the future of cinema advertising in South India looks bright. With a growing audience, a robust lineup of film releases, and innovative advertising strategies, this partnership is expected to significantly enhance the reach and impact of cinema advertising in the region.

Both companies are confident that their combined expertise and industry leadership will not only strengthen the cinema advertising market but also create valuable opportunities for brands to connect with South Indian consumers in meaningful ways. As cinema attendance continues to rise and advertising revenues rebound post-COVID, this partnership is positioned to play a key role in shaping the future of cinema advertising in South India.