GroupM’s iTV and Motivator has partnered with Bumble and PVR Inox to promote more movie dates and wholesome experiences in movie theatres.
The association's goal is to encourage going to the movies on dates, by supporting local daters who can go to the movies for free and have a unique experience, where they can redeem the voucher for three consecutive movie dates in a single month, thereby improving their dating experience.
The partnership is part of Bumble's regional expansion campaign in Hyderabad and Chennai, aimed at encouraging people to enjoy movie dates.
The collaboration has been facilitated by GroupM India's Motivator, a specialised agency for startups and emerging brands, and Interactive Television (iTV), GroupM's cinema advertising company in India.
As part of this collaboration, via an in-app contest where lucky winners were chosen (from Hyderabad and Chennai) received Bumble x PVR unique passports. These lucky winners can take their dates to the movies for a full experience that includes a ticket for two and delectable food and beverages that are offered at the PVR theatres.
The association's goal is to encourage going to the movies on dates, by supporting local daters can go to the movies for free and have a truly unique experience, where they can redeem the voucher for three consecutive movie dates in a single month, thereby improving their dating experience.
In addition to the Bumble x PVR passports, the partnership will include Bumble’s branding across PVR theatres in Hyderabad and Chennai including branded popcorn tubs, displays in washrooms, and digital plasma screens to complement the regional campaign.
Ajay Mehta, Founder, (iTV) Interactive Television, and MD, Kinetic India, said, "Our goal is to bring Bumble's vision to life with a captivating and immersive campaign. Our strategic media planning will target the right audience in expansion markets and provide an unforgettable experience. We're excited to partner with Motivator, Bumble, and PVR INOX to showcase the brand innovatively and make a lasting impact on our target audience."
Mausumi Kar, Managing Director - Motivator India, said, “Our campaign's message is to celebrate the joy of dating anytime, not just on special occasions. Bumble encourages single Indians to take control of their dating journey, as reflected in each campaign. Our collaboration with iTV, PVR INOX, and Bumble is unique - the Bumble X PVR movie date passport offers a memorable experience and exciting food, and beverage offers. We're excited to normalize dating culture through innovative means.”
Paarmi Modi, India Marketing Director, Bumble, said, “As Bumble expands into new markets, we are excited to partner with PVR to encourage our community to connect over movies. In Hyderabad and Chennai, going to the movies is a love language, and we want to encourage this cultural aspect of our community’s dating lives as they look to forge meaningful connections.”
Gautam Dutta - Co-CEO of PVR Inox, said, “PVR Inox always aims to focus on the customer’s experiences and emotions that they go through inside our cinemas. Just like Bumble, PVR INOX is also looking for innovative ways to enhance the movie-going experience for our audience. Our collaboration with Motivator, Interactive Television[iTV] and Bumble for the Bumble X PVR unique passports campaign is a perfect example of this commitment to creativity and customer engagement. By leveraging Bumble's popular social platform and our extensive network of cinemas, we are excited to offer our audience a unique and memorable experience through exclusive benefits and rewards. We look forward to a successful partnership as we continue to delight our customers with exciting initiatives like these.”