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Cinepolis & Himalaya Drug Company join hands for safety standards

By M4G Bureau - February 25, 2021

Himalaya will be equipping Cinépolis properties across India with its sanitization products - Himalaya Pure Hands Sanitizer and Hand Wash - as a part of the partnership

Cinépolis, the 2nd largest multiplex chain globally in terms of attendees, and The Himalaya Drug Company, one of India’s leading wellness brands, have announced a year-long partnership to help provide a COVID-safe surrounding for patrons. 

Having been active in redefining sanitization standards post-COVIDwith WHO-approved protocols, Cinepolis has re-visited the entire customer journey and built a rigorous system based on touch-point sanitization and safety

Motivator, GroupM’s specialized agency for emerging brands with India’s leading cinema advertising company, GroupM ‘s ITV, has enabled safety with the help of Himalaya by joining forces with Cinépolis as their hygiene and sanitization partner. Himalaya will be equipping Cinépolis properties across India with its sanitization products - Himalaya Pure Hands Sanitizer and Hand Wash as a part of this partnership. Through this collaboration, the goal is to extend this assurance to moviegoers by offering them safe, secure, and hygienic location when they visit Cinépolis theatres. 

Commenting on the partnership Devang Sampat, CEO, Cinépolis India, said “We believe in providing our patrons a world class movie experience. This includes providing the very best in safety protocols and standards, so that they enjoy going to the movies to the fullest. Right from the start, Cinépolis has stringently followed all safety guidelines set by WHO as well as the various State Governments across the country. Keeping in line with the same strategy, we are pleased to partner with Himalaya, with their strong foothold in research and top-of-the-line herb-based products. This partnership will go a long way in achieving the common goal of keeping our country protected, safe and happy.” 

Rajesh Krishnamurthy, Business Director- Consumer Products Division, The Himalaya Drug Company said, “During these testing times, this partnership truly embodies our promise of spreading happiness through wellness. Our products will ensure that the audience enjoys the movie watching experience without having to worry about their hygiene and safety.” 

On this development, Mausumi Kar, Managing Director, Motivator India, said, “It is important to choose brands that pair well. We are privileged to bring two Motivator clients- Himalaya and Cinepolis together. We believe this collaboration showcases both brands. It reflects the safety gold standards of Cinepolis as it readies theatres to host moviegoers after a long hiatus and what can be a better assurance than from Himalaya, one of India’s leading wellness brands.” 

Speaking on the partnership, Ajay Mehta, Founder and MD, Interactive Television (iTV) and MD, Kinetic India said, “We want to assure the customers that they are in a safe and hygienic environment during their out-of-home viewing experience. As we are learning to adjust and keeping ourselves and each other safe, this partnership will be able to provide Cinépolis customers with one of the most trusted brands, Himalaya Pure Hands.”

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