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New Initiative bags media duties of PVR and Khadim’s worth over Rs 10 crore

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New Initiative bags media duties of PVR and Khadim’s worth over Rs 10 crore

Initiative has bagged the media duties of PVR Cinemas in Delhi and Khadim’s in Kolkata. The two accounts are worth over Rs 10 crore.

PVR Cinema is a leading player in showbiz – exhibition, production and distribution. Currently, they have a total of 39 screens – 28 in Delhi and NCR and 11 in Bangalore. In its next phase of growth, they will not only intensify their presence in the existing centres, but will also foray into centres like Mumbai and Hyderabad. PVR Cinemas has brought in a whole new paradigm shift to cinema viewing experience through high class seating, state of the art screens and audio visual systems.

Kolkata-based Khadim’s is a pioneer in footwear retailing and has a network of 200 retail outlets spread across the country. Said Joydeep Basu Roy, Senior Product Manager, “A growing concern has its own hiccups and we, presently, in a phase of rigorous growth and expansion, were for a long time facing the need to plan our media activities in a professional manner. We are happy to appoint Initiative Media as our media planning agency. We are sure that they will be able to handle our media planning activities across India optimally and effectively.”

Said Kartik Iyer, President, Initiative, “We are delighted with these twin wins, made possible by the efforts of Balbir Kumar in Delhi and Mahesh Motwani in Kolkata. Their respective teams will endeavor to partner these businesses through our committed knowledge-based planning to deliver innovative and incisive media led communication solutions”.

Initiative, part of the Lintas Media Group, is the first media specialist company established in India. It has pioneered the Communication Channel Planning process in India. The Group’s brands include Initiative, the flagship brand, Insight, set up in 2004 especially to meet new business challenges and emerging markets, Interactions, and Intellect, a specialist research unit dedicated to homing and conveying knowledge within the Group.

Lintas Media Group clients include Maruti Udyog, Bajaj Auto, ITC Ltd, UTI, Idea Cellular, MRF, Eveready, Reynolds, Enamour, Saint Gobain, Revlon, Bombay Dyeing, Siemens, TDV amongst others.


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