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Twitterati Welcome PVR Cinemas with a Big Bang – Red Digital’s ‘TweetMobs’ Delivers again

May 25, 2012 - Gurgaon, Haryana, India

After the immensely successful TweetMob innovation by Red Digital for Mirinda, Red Digital once again delivered on Twitter, but this time for PVR Cinemas. PVR’s concerted effort to engage Twitterati was led by Red Digital’s TweetMob innovation, which resulted in PVR being the most talked about thing on twitter for the day- across India in a short span of 60 minutes.

Going forward, Red Digital is expected to further build and execute strategies that will help PVR Cinemas reach and engage their target audience. Red Digital will play a key role in generating online buzz on new movie screenings at the multiplex, by launching various campaigns and hosting engagement activities, thus promoting PVR’s brand affinity and online awareness.

Yesterday, Red Digital launched two hash-tags: #PVRFriday and #PVRTweetHour for PVR Cinemas under the aegis of ‘Men in Black-3’ (MIB3) and ‘Shanghai’, which release on 25th May. Using #PVRFriday, Twitterati were asked to Tweet who their favorite agent was between Agent J and Agent K in the MIB series and why? Creative answers were awarded with free tickets and in only 60 minutes #PVRFriday was trending nationally. The Twitter handle of PVR Cinemas (@_pvrcinemas) also trended in India and reached over 86,170 Twitter users.

Soon after, #PVRTweetHour was used for promoting the movie Shanghai (a PVR Pictures release) in a span of 60 minutes with 10 questions that were tagged with #PVRTweetHour. Before the end of those 60 minutes #PVRTweetHour started trending nationally! The hash-tag saw over 2,81,761 PVR branded impressions within an hour, and reached 34,142 Twitter users. The activity saw close to 4,700 PVR branded impression being seen every minute for one hour!

Commenting on the development, Harsh Jain, Co-Founder & Managing Director, Red Digital said, “Social media provides seamless opportunities for brands. We are glad and humbled to have a partnership with PVR, which opens up a new array of interaction for us. Red Digital is focused on taking the exclusive PVR experience to the online world. We plan to focus on high levels of engagement for PVR fans and create a convergence for them between the online and offline worlds. Our innovative ‘TweetMobs’, which take the concept of Flash Mobs to Twitter, have proved Red Digital’s ability to focus on digital innovation aimed at bringing value to our clients”

Speaking on PVR Cinemas’ partnership with Red Digital, Pramod Arora, Group President, PVR Cinemas, said, “PVR is amongst the most trusted brands in the country. It’s our commitment and endeavor to push ourselves on the frontiers of excellence and innovation and thus we wanted to be present on the medium where our fans thrive. Realizing the immense power & the connect that the medium has with Youth, there was no better time to start than the release of our home production Shanghai which will be hitting theatres on June 8. We are pleased to partner with Red Digital for this initiative to ensure there is a high level of engagement and traction for PVR Cinemas as a brand. PVR is India’s leading lifestyle entertainment provider and we want to entrust the same experience for our fans and followers in the digital world too. The phenomenal reponse to our first activity on twitter clearly indicates the love and connect that people have with our brand. ‘Happy Movie Days’ have just begun in an all new fashion!!”


Red Digital is a Mumbai based 360 degree digital ideation and services company which operates across new media platforms including social media, gaming, mobile and the traditional web. From start-ups to global brands, they've helped businesses realize their online potential. Red Digital presently works with multiple high profile clients including BMW, PepsiCo, Mumbai Indians, Citibank, Danone, Educomp, Monginis, Godrej, Ibibo, Pogo, Cartoon Network, Disney, Apollo and for whom they manage design, brand solutions, gaming, social reputation management, ideation, online activation, product development and social commerce .


PVR Limited is the leading lifestyle entertainment brand in INDIA, currently operating 173 screens in 40 cinemas across 24 cities in the country. PVR Pictures, its film production and distribution arm, is a wholly owned subsidiary. PVR also has bowling centers under the brand “PVR BLUO”. The company is headquartered in Gurgaon.

To view the photographs, please click on the links given below:

Harsh Jain-Co Founder & Managing Director, Red Digital

Pramod Arora, Group President, PVR Cinemas

Source: Business Wire India


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