Aamir Khan illustrates the role PVR Cinemas has played for moviegoers

Watch the film conceptualised in-house here

Aug 10, 2022 05:01:00 PM | Video | Campaign India Team

PVR Cinemas has rolled out a campaign titled ‘iss andhere mein bahut roshni hai’ (there is light in this darkness) featuring actor Aamir Khan to celebrate completing 25 years in India.


Conceptualised by the brand's in-house team, the film opens with Khan and a black background. With this backdrop, Khan narrates the emotions and experiences the audience goes through when the lights go down in a movie theatre. The film takes the viewer on a journey that is brought to life inside PVR cinemas as that’s the only place where darkness plays that role. It aims to reinforce the promise of - magic, memories, adventures and happiness to its moviegoers as well as its brand affiliates. 


Ajay Bijli, chairman and managing director, PVR, said, “We take immense pride and feel extremely joyous on completing the 25 years milestone in India. In the entertainment industry, the viewership patterns, as well as the audience have evolved over the years, and PVR has been able to live up to their expectations. As we continue to meaningfully engage consumers as well as introduce them to newer cinematic experiences, our focus will remain on bringing winning stories to the screen and adding joy and comfort to the life of our stakeholders.’’


Gautam Dutta, CEO, PVR, said, ‘’It’s been an eventful and phenomenal journey for PVR over the last 25 years, and we are extremely excited and humbled as we celebrate this milestone. We would like to extend our gratitude to all our associates, partners and especially movie enthusiasts who continued to have faith in us over these years. The enduring customer loyalty as well as enhanced brand recall and perception associated with our brand is an outcome of our customer obsession. Innovation has been our cornerstone to building a more delightful, cinematic atmosphere and delivering an exceptional experience to our patrons.’’