While India has made remarkable progress in bringing electricity to every town, there are still millions who are shrouded in darkness. One such city in Uttar Pradesh is Meerut where major power cuts and electricity issues during blazing temperatures cripple the lives of the localities even today. Thousands of people are deprived of their necessities, comfort and moreover their daily dose of filmy entertainment. Driving out the darkness, bringing light and relief into the city of Meerut will be Viacom 18’s Hindi movie channel, Colors Cineplex with the launch of Uttar Pradesh’s first solar-enabled theatre Electro COLORS Cineplex at the Nauchandi Mela this year.
With a promise to provide unceasing entertainment, the brand with this initiative enhances its focus on societal welfare and synergize their efforts towards creating an unparalleled entertainment zone.
Curated to bring cinema closer to its viewers, Electro COLORS Cineplex is an enclosed theatre capacitated with solar panels and comfortable seating to facilitate non-stop and on-the-go entertainment. The movie showcase list includes some of the biggest blockbuster movies namely Boss, Mary Kom, Bazaar, Saheb Biwi Aur Gangster Returns and others. Apart from the movie screening, the audience will also get an opportunity to make complete use of the solar-powered mobile charging units to charge their mobiles while watching movies. Moreover, mobile charging units with a contextual message will be installed at strategic points across the mela ground for people to avail the benefits. In addition to this, the viewers can enjoy the local flavors and experience various fun and engaging activities including a ride on a giant wheel, participating in Bollywood quiz and mimicry contests whilst in the mela. Winners will be picked hourly and gratified instantly by featuring their names on the big screens put up across the mela.
Sapangeet Rajwant Senior Vice President – Marketing at Viacom18, said, “Nauchandi Mela is one of the Uttar Pradesh’s biggest social gatherings and accounts for lakhs of footfalls every year. It opens new doors of opportunities for brand building and Colors Cineplex, having been revived its brand identity recently, will get an extra nudge to establish itself as a premium entertainment destination. Solar built Electro theatre is our endeavor to build a strong brand positioning and ensure greater visibility through newer innovations.”
The channel has also planned a robust social media outreach to ensure more footfalls for the screenings. The users can win the golden sofa ticket by clicking a simple selfie with the Electro theatre logo and upload it on social media or WhatsApp and use #ColorsCineplex. Before entering the theatre, people can get enrolled with Cineplex through WhatsApp and stay updated with the daily show information and promo videos. As an extension to the activity, they are also on a lookout for Nauchandi ka hero and heroine where users can also upload fun videos mimicking the iconic Bollywood film dialogues or recreate a popular hook step and post it on either social media or send it to the assigned number on WhatsApp. Along with this, the initiative will also be promoted locally through OOH, Bhopu announcements.
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