PVR Inox and Kartik Aaryan celebrate experience of films in theatres

New Delhi: PVR Inox has announced the launch of its latest brand campaign, “Fresh Dekho. Bada Dekho.” starring Kartik Aaryan. 

This new initiative aims to celebrate the essence of cinema focusing on the immediacy and freshness of watching a movie on the big screen.

In the campaign video, Aaryan narrates the magic of cinema, emphasising the energy and collective experience that only a cinema hall can offer.

Aaryan urges viewers to leave their couches, gather their friends, and enjoy the experience that only a cinema can offer. The campaign tagline is “Fresh Dekho. Bada Dekho.” which translates to “Watch it fresh. Watch it big.” 

Commenting on the campaign, Gautam Dutta, CEO – Revenue and Operations, PVR Inox, said, “We are delighted to unveil our new campaign, ‘Fresh Dekho. Bada Dekho,’ which reflects our commitment to bringing the freshest and most exhilarating cinematic experiences to our audience. The film celebrates cinema as a communal experience, the thrill of witnessing a story unfold on the big screen with a live audience. It argues that this shared experience, like the electric atmosphere of a cricket match, transcends the act of simply watching a movie – it becomes a vibrant, in-the-moment event, unlike the passive consumption of something past its prime. Kartik Aaryan beautifully captures this essence in the campaign, emphasizing how every twist, laugh, and tear is best experienced in the dark cinema environment. We invite everyone to enjoy the unparalleled joy of watching movies on the big screen."

Aaryan added, “On joining hands with PVR Inox for the campaign, Bollywood heartthrob Kartik Aaryan said, “The magic of cinema is truly experienced when shared with live audience. The collective gasps, laughter, and emotions create a unique atmosphere that simply cannot be replicated on a smaller screen. Just like watching a live match, a film’s power is best felt in the moment, on the big screen. So all I would say to our audiences out there is, don’t wait for the magic to disappear! Watch it fresh, experience it the way it's meant to be, on the big screen.”