Brands
PVR snaps up DT Cinemas for Rs 500 crore
MUMBAI: PVR has entered into definitive agreements to acquire the cinema exhibition business of DLF Utilities Ltd, which is operated under the brand name DT Cinemas for Rs 500 crore.
Sold to PVR on a slump sale basis, DT Cinemas operates 29 screens with approximately 6,000 seats across eight properties in the National Capital Region (NCR) and Chandigarh. Over the next 12 months, DT Cinemas has plans to add 10 new screens at two properties in NCR.
Currently, PVR has 467 screens across 105 locations in 43 cities. As a result of the proposed acquisition, PVR’s presence will span across 44 cities with 506 screens and 115 multiplexes.
The proposed transaction will be subject to approval of applicable statutory and regulatory approvals and satisfaction of customary conditions precedent.
PVR chairman cum managing director Ajay Bijli said, “It has been our strategy to expand our film exhibition business both organically and inorganically over the years. This acquisition is in pursuance of our core strategy to offer a world class cinema experience to the discerning Indian consumer.”
DLF Rental Business CEO Sriram Khattar added, “We are pleased to sell DT Cinemas to PVR, which is a high quality provider of cinema experience. Combining our unrelenting focus on providing a ·wholesome experience at our malls with PVR ‘s deep knowledge of the cinema business, we look forward to continue enhancing our best in class offerings for the customers.”
Shardul Amarchand Mangaldas & Co was the legal advisor to PVR and EY India and Luthra & Luthra were financial and legal advisors respectively to DLF.
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
