What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out?
Several initiatives have redefined how we engage audiences. Our re-release strategy transformed older films into event-led experiences driven by nostalgia and unmet demand, with titles like Interstellar, Yeh Jawaani Hai Deewani, Tumbbad, and Sanam Teri Kasam drawing massive crowds and, in some cases, outperforming their original runs. Each was marketed as a limited-time cultural moment, supported by targeted promotions, influencers, and fan engagement.
Blockbuster Tuesdays addressed low weekday footfalls with a bold ₹99 pricing strategy, turning Tuesdays into a destination day and attracting nearly a million moviegoers. Alongside this, alternate content such as IPL screenings, concerts, and comedy specials added over five lakh admissions. Our movie-themed co-promotions further elevated films into experiences, whether through early-access shows for Despicable Me 4 or flash-sale bookings for The Flash, making even ticket booking part of the excitement.
What was the spark behind that idea?
The spark came from listening closely to audiences. Online conversations revealed strong nostalgia and regret among younger viewers who missed cult films in theatres. We reframed re-releases from “old films” to “unmissable big-screen moments.” Similarly, feedback around weekday pricing inspired Blockbuster Tuesdays, removing a key barrier and making midweek cinema-going accessible and habitual.
In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
Disruption isn’t about volume; it’s about relevance that challenges assumptions. For us, it meant proving that catalogue films, when positioned right, can drive footfalls and reshape industry thinking.
What consumer shift, trend, or platform are you currently obsessed with — and why?
I’m fascinated by Gen Z’s FOMO-driven behaviour and their desire for shared, time-bound experiences. Social platforms like Instagram and X amplify this, helping turn individual screenings into cultural conversations.
How do you see AI shaping the future of marketing—and how are you or your brand currently exploring it?
AI is transforming how we understand and engage audiences. We launched Movie Jockey, India’s first AI-powered cinema chatbot, offering personalised film discovery. We’re also using AI for predictive analytics, sentiment mapping, and hyper-personalised marketing, as well as sharper, city- and genre-specific cinema advertising. AI enhances precision without replacing human creativity.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
Inspiration comes from social listening, Hollywood’s event-led marketing playbook, India’s regional cinema energy, and film festivals that create exclusivity and community. These influences help turn releases into cultural moments.
What’s one marketing rule you love to break—and why?
The belief that marketing must revolve only around newness. Audiences value connection, nostalgia, and relevance. By focusing on experiences, curated content, and immersive environments, we create a sense of belonging that keeps audiences returning for more than just the film.