PVR Cinemas: LET PEOPLE SPEAK #Nooutsidefoodincinema (F&B crisis)

PVR Cinemas, an entertainment company, reached 18 million consumers and enacted action against a government proposal to allow outside food into cinemas in India.

Campaign details

Agency: AvianWEBrand: PVR Cinemas

Situation Analysis

On the basis of a statement in the Maharashtra Assembly, the Government of Maharashtra proposed the implementation of two policies - regulating food and beverage (F&B) prices inside multiplexes, and allowing moviegoers to carry outside food inside the premises.

PVR held the view that such a Government decision would put the safety of moviegoers at risk and drive the multiplex business into troubled waters. Therefore, it was essential to counter the move with a strong influencer outreach plan and an integrated campaign by highlighting the announcement's negative impact.

In...

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