Bhumi Pednekar And PVR Cinemas Collaborate On A Sustainability Initiative In Delhi's PVR Plaza CP

Delhi 18th March 2023: In a unique and disruptive Sustainability initiative, PVR INOX Limited, the largest and the most premium cinema exhibition company in India (after the merger with INOX Leisure Limited), has joined hands with Bollywood star and passionate Climate Warrior Bhumi Pednekar, to spread awareness among its patrons about the harmful effects of climate change, inspiring them to make sustainable lifestyle choices to help conserve the environment.

The brand has rolled out 6 versions of a multi-media consumer campaign, each featuring one initiative undertaken by PVR, with Bhumi Pednekar giving a “call to action” through the Campaign’s handle #YourTurnToAct. The campaign was unveiled today at PVR Plaza, New Delhi by Ms. Bhumi Pednekar and Mr. Sanjeev Kumar Bijli, Executive Director, PVR INOX Limited. PVR will be contributing valuable screen time towards this campaign at its pan-India theatres reaching every part of the country to promote sustainable behavior among cinemagoers. 

Commenting on the announcement, Mr. Sanjeev Kumar Bijli, Executive Director, PVR INOX Limited said, “We are happy to partner with one of the finest actresses of the Indian film industry and climate warrior, Ms. Bhumi Pednekar, for the noble cause of creating awareness around climate change. As a responsible Corporate Citizen, PVR is committed to making tangible progress towards reducing the ecological footprint by pursuing sustainable activities in its operations, engaging in partnerships that facilitate progress towards decarbonization of our operations.”

In order to encourage moviegoers to behave sustainably, PVR will donate priceless screen time to this campaign at its pan-India theatres, which will reach every region of the nation. The Executive Director of PVR INOX Ltd, Mr. Sanjeev Kumar Bijli, commented on the news by saying, "We are glad to join with one of the best actresses in the Indian film industry and a climate activist, Ms. Bhumi Pednekar, for the noble cause of raising awareness about climate change. As a responsible corporate citizen, PVR is dedicated to minimizing its ecological footprint in real ways by adopting sustainable business practices and forming alliances that further the decarbonization of its operations.

In addition, he continued, "PVR has chosen to utilize its position as the leading movie theatre chain to motivate our audiences to adopt sustainable decisions that will lower carbon footprints at an individual level to support the achievement of the Sustainable Development Goals (SDGs)." The business is actively choosing its business strategies to reduce negative environmental effects across all of its operations. They include various programs for conserving energy and water, such as IOT-based Centralized Energy Pressure and Temperature Monitoring, Variable Frequency Drives in AHUs, Occupancy Sensors in restrooms, and water flow restrictors in wash basin taps. Digital projectors with xenon lamps are being replaced by laser projectors because they use less energy.

One of the recent initiatives carried out by PVR is the introduction of uniforms made of fabric woven from yarn obtained from recycled PET bottles. Due to PVR's decision to allow 1000 of its employees to wear sustainable uniforms made of this fabric (65% recycled polyester and 35% cotton), 38,000 PET bottles have been recycled in just 9 months. Twenty cities and 25 theatres throughout all India have transitioned entirely to wearing uniforms made of this material. These outfits will eventually take the place of all major movie uniforms. The campaign also showcases various initiatives the company is taking as a responsible corporate citizen to mitigate the impact of climate change and leverage its unique position to reach out to its extensive audience to make them aware of the problem and inspire them to make behavioral changes by adopting sustainable life choices. People are encouraged to use #YourTurnToAct to share how the campaign has inspired them to make sustainable choices.

About PVR Limited 

INOX Leisure Ltd and PVR Limited successfully merged on February 6, 2023. The combined company has 1674 screens spread across 358 buildings in 114 cities, making it the largest film exhibition company in India (India and Sri Lanka). From their start, PVR and INOX have both developed enduring movie brands with illustrious histories of reaching key milestones and establishing industry standards. The merged company, which has a history of revolutionizing out-of-home entertainment in the nation, provides a variety of cinema services, including kid-friendly auditoriums, the newest screening technology, superior sound systems, a wide selection of food and beverage options, film and non-film content, and a variety of formats in the premium screen category.