PVR-INOX Inks Deal with Khushi Advertising to Boost Cinema Ad in South India

PVR-INOX, India's largest and most premium film exhibitor, maintains its aggressive stance in the cinema advertising space by signing a deal for FY25 with its long-time business partner, Khushi Advertising Ideas Pvt. Ltd. (KAIPL), one of India's largest cinema advertising concessionaires today. KAIPL and PVR-INOX have a decade-long business relationship in the film exhibition industry.

PVR-INOX has 1,750 screens across 357 properties in 111 cities in India and Sri Lanka, with a total seating capacity of over 357,000 seats, whereas Khushi Advertising Ideas Pvt Ltd, with over 20 years of market experience, is known for creating innovative and effective campaigns across a variety of mediums.

Khushi Advertising, which operates in 35 cities and is supported by a committed staff of over 250 experts and 70 operations specialists, succeeds at reaching the right audience at the right time in a dynamic and competitive advertising environment. Khushi manages a network of nearly 9,000 screens spanning multiplexes and single chains, including PVR-INOX, Cinepolis, Miraj, NY Cinemas, UFO, and QCN.

This fresh deal with Khushi Advertising is a huge step forward for PVR-INOX. The five-year contract aims to manage cinema advertising sales in the South Indian market, with Khushi Advertising serving as the exclusive ad-sales affiliate for this region. This agreement is expected to strengthen PVR-INOX's leadership and market share in South Indian cinema advertising, a key region for the movie exhibition sector. The cooperation demonstrates a strong belief in the future potential of cinema advertising, which experienced an amazing 36% growth rate last year, one of the highest in the Indian media industry. This growth rate is predicted to continue, with the Ad-Ex market expected to expand by 12% this year.

According to Gautam Dutta, CEO of Revenue and Operations of PVR-INOX Limited, "This new strategic alliance between two industry heavyweights extends beyond the transactional value. It seeks to reform the market, providing greater control over market narratives and ads, and, most importantly, maintain the value of cinema advertising among our valued advertisers and trade partners, who have been critical to our success. Traditionally, advertising sales accounted for 10-11% of our entire revenue, but after Covid, that figure dropped to roughly 7-8% as we recovered. We are certain that this agreement, combined with our ongoing leadership initiatives, will boost our ad revenue contribution and enable us recover to pre-Covid levels. We are looking forward to the success of this collaboration."

Vishnu Telang, CEO of Khushi Advertising Ideas Pvt. Ltd., emphasizes the remarkable growth and universal appeal of South Indian cinema, stating, "The South Indian film industry has grown phenomenally, 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 movies like Vettaiyan, Kanguva, and Pushpa 2 planned for this year, 2024 is poised to be the 'year of South cinema dominance.' To capitalise on this momentum, we are pleased to announce a strategic agreement with PVR Inox, which will dramatically increase our advertising footprint in South India. This relationship allows us to tap into a dynamic audience through extremely compelling advertising campaigns related to our diversified line-up of films, creating lucrative opportunities for brands to engage effectively.

Khushi Advertising excels at providing integrated OOH solutions throughout India, utilizing specialized locations like as malls, airports, and corporate parks. Our strategic focus on increasing brand visibility guarantees that we create interesting campaigns that connect with people in colorful settings. We are excited to collaborate with PVR-INOX to increase advertising income and convey your message directly to your target audience, regardless of where they choose to engage."

Pranay Shah, Director of Khushi Advertising Ideas Pvt. Ltd., commented, "We are excited to announce our strategic relationship with PVR-INOX, a pioneer in the cinema exhibition sector. This alliance intends to transform cinema advertising by giving businesses unprecedented access to a varied audience in an engaging atmosphere. As cinema attendance continues to expand, we expect our relationship to not only increase brand engagement but also produce considerable growth in advertising income for both Khushi Advertising and PVR-INOX. We are committed to setting new standards in cinema advertising and delivering unforgettable experiences for audiences."