Multiplex chain Inox Leisure Ltd. (INOX) has announced that it has signed a pan-India cinema advertising deal with celebration wear brand, Manyavar. The development 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 as the cinema industry had to shut operations for a period of more than eight months due to the Covid-induced lockdown.
Manyavar has always relied extensively on cinema advertising and enjoys a five-year-old association with Inox. With the signing of a fresh pan-India deal, Manyavar would look to promote its entire range of men’s ethnic fashion wear, along with its sub-brands Mohey and Mebaz. Besides its entire range of Sherwanis, Indo-Westerns, Bandhgalas, Kurta-Jackets and accessories for ethnic wear, Manyavar sells celebration wear for women under its Mohey brand while Mebaz is a one-stop destination for men, women and children.
Having seen high occupancy levels in the South India for movies such as Master, Solo Brathuke So Better, Krack and Red, which led to a sizeable 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.
With a rich pipeline of movies in numerous genres and languages, 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 the next 12 to 15 months, complemented with a rich and exciting Hollywood releases, the industry is poised to see major blockbusters at regular intervals in the year.
Anand Vishal, Chief Sales and Revenue Officer, Inox Leisure Ltd., said, “As a top national brand in the ethnic wear category, Manyavar, generates 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 provide the best ROIs to Manyavar and all our advertisers.”
Ravi Modi, Managing Director, Vedant Fashion Pvt. Ltd., added, “Manyavar is a brand that 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 five years with Inox has been one, which is underlined by reliability, transparency and quality of communications, and we are committed to strengthen it further. We strongly believe we will start witnessing the same level of excitement and exuberance in the cinema lobbies across the country very soon.”