PVR INOX and Goibibo Redefine Cinema Ads with Gamification

PVR INOX and Goibibo have joined forces to revolutionize cinema advertising with an engaging gamification campaign during the release of Vettaiyan, featuring Rajnikanth. This collaboration turned cinemas into lively hubs of activity, blending entertainment with branding through live contests, interactive trivia, and exclusive rewards. The initiative celebrated Rajnikanth’s larger-than-life presence while highlighting Goibibo’s value-driven travel offerings. The campaign captivated over 1 lakh moviegoers across two cinemas in Chennai, sparking excitement both inside theatres and across social media platforms.

Theatres came alive with quizzes and contests tailored to Rajnikanth fans, featuring quirky questions like, “What’s known for value-for-money, just like Rajnikanth’s iconic moves?” Such activities seamlessly connected Goibibo’s offerings to the star’s legendary charisma. Around 10% of the audience actively participated, with 84 lucky winners walking away with gifts, popcorn, and exclusive rewards from both brands. Cinema lobbies extended the energy, buzzing with anticipation as fans competed for prizes, making the experience truly unforgettable.

Gautam Dutta, CEO of PVR INOX, emphasized the groundbreaking nature of the campaign, stating, “Cinema is the ultimate platform where advertising meets entertainment, creating immersive experiences unmatched by other mediums. Partnering with Goibibo has set a new benchmark for in-cinema advertising, blending precise targeting with real-time engagement. This is more than advertising; it’s about measurable impact and setting the stage for the future of experiential marketing.”

Raj Rishi Singh, CMO of Goibibo, expressed equal enthusiasm, saying, “This campaign is a testament to how gamification transforms traditional advertising into a memorable brand experience. Capturing the energy of a Rajnikanth release, it resonates deeply with audiences while showcasing Goibibo’s value-driven travel offerings. The overwhelming response has strengthened our belief in this model, which we’ll continue to explore for deeper customer connections.”

The campaign didn’t stop at theatres. It extended its reach online as fans shared their experiences, fueling a digital buzz. Collaborations with celebrity influencers like Rakshan VJ and Diya Menon amplified the impact, taking the campaign to a wider audience. This seamless blend of gamification, experiential marketing, and social media engagement marked a shift in how cinema ads connect with audiences.

Following the success of this campaign, other brands are now eager to collaborate with PVR INOX to leverage the ‘Game-On-Screens’ model. With more such events planned for upcoming releases like Pushpa 2, this innovative approach is set to redefine how audiences experience cinema advertising across South India.