Manyavar signs pan India cinema branding deal with INOX
By Bhawana Anand - February 08, 2021
The ethnic wear brand becomes the first national one to advertise with INOX on a pan-India basis post lockdown
Leading celebration wear brand Manyavar has signed a pan-India cinema advertising deal with leading multiplex chain, INOX Leisure Ltd (INOX). The initiative makes Manyavar the first national brand to sign a pan-India deal with INOX after the reopening of cinemas. The deal signals the revival of cinema advertising, which had suffered immensely for more than 8 months due to the COVID-induced lockdown.
Manyavar has always relied extensively on cinema advertising and enjoys a 5 year old association with INOX. With the signing of a fresh pan-India deal, the brand would look to promote its entire range of men’s ethnic fashion wear, along with its sub-brands Mohey and Mebaz.
Ravi Modi, Managing Director, Vedant Fashion Pvt Ltd says, “Manyavar is a brand which denotes celebrations, much like cinemas, where the environment is essentially of celebratory nature as family audiences turn up to celebrate special occasions. This unique and significant synergy excites us, and therefore we assign a very high priority to cinema as an advertising medium. Our association of more than 5 years with INOX has been one, which is underlined by reliability, transparency and quality of communications, and we are committed to strengthening it further. We strongly believe that we will start witnessing the same level of excitement and exuberance in the cinema lobbies across the country very soon.”
With the Ministry of Home Affairs allowing enhancement of seating capacity, and the subsequent guidelines issued by Information & Broadcasting Ministry permitting 100% seating with effect from February 1, 2021, INOX expects studios and producers to promptly announce the release dates of the movies, triggering a significant surge in footfalls. High movie occupancy levels in the South for movies like Master, Solo Brathuke So Better, Krack & Red, led to a good emergence of brands’ interest in cinema advertising, INOX is hopeful that the same pattern would emerge across the country once producers announce the release dates for the highly anticipated blockbusters.
INOX has expressed tremendous optimism for FY22, calling it the Year Of Cinema Entertainment. With 50+ titles in Hindi and other Indian languages, each expected to hit the screens in in the next 12 to 15 months, complimented with an extremely rich and exciting Hollywood release pipeline, the industry is poised to see major blockbusters at regular intervals throughout the year.
Commenting on the partnership, Anand Vishal, Chief Sales & Revenue Officer – INOX Leisure Ltd said, “As a top national brand in the ethnic wear category, Manyavar, generates an awe in the audience with its exquisitely designed products. It is a matter of privilege for us to be a major part of their campaign and delivering every detail to our audience. The deal not only underlines our strong relationship with Manyavar, but also reflects the tremendous audience visibility we fetch for them from the right target groups. With seating guidelines relaxed, an enthralling line up of movies in sight and audience apprehensions settling down, FY22 will be a landmark year for cinema advertising. We are committed to providing the best ROIs to Manyavar and all our advertisers.”