Fresh Dekho. Bada Dekho': PVR INOX's New Campaign with Kartik Aaryan

PVR INOX, a leading cinema exhibitor, has launched its latest brand campaign, "Fresh Dekho. Bada Dekho," with Bollywood star Kartik Aaryan. This initiative highlights the unique joy and vibrancy of watching movies in a cinema hall, an experience that stands apart from home viewing or delayed screenings.

Building on the success of previous campaigns, "Fresh Dekho. Bada Dekho" continues to celebrate the essence of cinema, emphasizing the immediacy and freshness of the big screen experience. The campaign captures the excitement and collective energy of watching new releases in a theater, surrounded by fellow movie enthusiasts.

Kartik Aaryan's charismatic presence brings the campaign to life. In the promotional video, Aaryan articulates the magic of cinema, emphasizing the unmatched energy and shared experience that only a cinema hall can provide. He compares the thrill of watching a movie fresh on the big screen to the excitement of a perfect moment in a championship game. Aaryan contrasts this with the dull experience of watching old movies at home, urging viewers to gather friends and enjoy the immersive experience that cinemas offer. The tagline "Fresh Dekho. Bada Dekho" translates to “Watch it fresh. Watch it big.”

Gautam Dutta, CEO of Revenue and Operations at PVR INOX, commented on the campaign: “We are thrilled to launch ‘Fresh Dekho. Bada Dekho,’ reflecting our dedication to providing the freshest and most exhilarating cinematic experiences. The campaign celebrates cinema as a communal event, akin to the live atmosphere of a cricket match. Kartik Aaryan captures this essence beautifully, highlighting how every twist, laugh, and tear is best experienced in a cinema. We invite everyone to enjoy the unparalleled joy of big screen movies."

Kartik Aaryan added, “The magic of cinema is truly felt when shared with a live audience. The collective gasps, laughter, and emotions create a unique atmosphere that cannot be replicated on a smaller screen. Like a live match, a film’s power is best experienced in the moment, on the big screen. I urge audiences not to wait—watch it fresh, as it’s meant to be, in the cinema."

The campaign will be featured in cinemas, on digital platforms, and on TV, with Aaryan's involvement enhancing its reach and impact.