Kwality Wall's introduces interactive gaming experience on Inox's cinema screens for audience

The association of the two brands is a great way to not only create an unforgettable cinema experience for Inox's audience, but also the perfect launch pad for Trixy Blueberry Cheesecake by Kwality Wall's

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Kwality Wall's introduces interactive gaming experience on Inox's cinema screens for audience

Kwality Wall’s, the frozen desserts and ice cream brand, has announced its association with Inox to introduce ‘Trixy CineGame’ - a gaming experience on the cinema screen.

Having withstood the worst of the pandemic, multiplexes are now enjoying better footfalls as much-awaited films with big star casts are being released. Equally, the scorching summer heat has brought back the joy of eating ice creams outside home.

Kwality Wall’s has launched a three-layered dessert called Trixy Blueberry Cheesecake cup in 2022. The association of the two brands is a great way to not only create an unforgettable cinema experience for Inox’s audience, but also the perfect launch pad for and promoting the Trixy launch for Kwality Walls in a unique way.

Kwality Wall’s Trixy Cheesecake is designed to give a parlour like experience at home with 3 exquisite layers – Crunchy Cinnamon cookie, Creamy cheesecake dessert and a delicious blueberry sauce. The unique Multiplayer Onscreen Game brings alive the 3 layers of Trixy Cheesecake dessert.

The interactive gaming experience allows movie goers in Mumbai and Delhi to play a multiplayer game called Trixy CineGame through their mobile phone. All one needs to do is join the game through their mobile phones on the CineGame App which they can download easily. The winners will receive surprise gift bags from Kwality Wall’s, but everyone is surely in for a great time.

Maya Ganapathy, General Manager, Kwality Wall's, India, said, “Kwality Walls is all about fun and celebrating small joys in unique ways. We thrive in bringing innovative flavours and designs to our consumers every year through our ice creams and frozen desserts. One such launch this year is the Trixy Blueberry Cheesecake cup, a melange of delectable flavours and textures which brings together the blueberry and cheesecake trends that have swept India’s dessert lovers. We needed a partner to introduce this unique product in an engaging and equally unique way and who better that Inox to play this role! Cinema is a great place to embrace innovation and interactivity and we are glad to associate with a like-minded partner like Inox to bring this launch to life on the big screen.”

“At Inox, we are always upbeat about leveraging technology while providing our audience with experiences that engage and entertain them and brings value to our advertising partners. We are taking the ‘captivating’ cinema feel to the next level by introducing a unique playing concept of ‘CineGame’, making the breaktime ad-free and fun for the audience. This collaboration with Kwality Walls is a revolutionary step to make numerous touchpoints of the cinema journey, more innovative, engaging, and memorable,” added Anand Vishal, Chief Sales and Revenue Officer, Inox Leisure.

“ITV is proud to introduce CineGame, a first of its kind Cinema Gaming Experience at multiplexes this summer. We are happy to have Kwality Walls premiering the technology at Inox multiplexes. A truly innovative media format that would help brands reinforce their propositions through interactive brand experiences,” said Ajay Mehta, Founder and Managing Director, iTV & Managing Director, Kinetic India.


Client: Hindustan Unilever

Brand: Kwality Walls Trixy

Brand Team: Maya Ganapathy, Anika Malhotra, Ruchi Sharma

Media Team: Tejas Apte, Sanna Tandon

Agency: Mindshare Fulcrum

Fulcrum Lead: Harshdeep Chhabra

Mindshare Content Lead: Ajay Mehta

Fulcrum Content Lead: Sunny Rangwani

Project Lead: Rakesh Rao, Laveesh Pandey, Pooja Sawant

Client Lead: Nikita Pethkar, Imran Khatri

Trading Team: Rohin Desai, Umashankar Karri, Rahul Bhise, Rajesh Rao

Technology Partner: Interactive Television

Technology Lead: Ajay Mehta, Dhirender Suri

Multiplex Partner: Inox Cinemas

Multiplex Lead: Anand Vishal, Arindam Pal, Rajesh Makhija, Vaibhav Pingulkar

Inox Kwality Wall gaming experience cinema screens