MAM
PVR INOX Passport hits 20,000 subscribers within weeks of launch
Mumbai: PVR INOX Ltd, India’s leading multiplex chain, today announced that it has achieved the milestone of 20,000 subscriptions of its weekday movie plan, PVR INOX Passport. The milestone marks the completion of sale of the inaugural batch of 20,000 subscriptions. Remarkably, within few weeks of its launch, PVR INOX Passport has witnessed an extraordinary success in the cinema industry. The response to this pioneering program has been overwhelmingly positive, evident by the rapid sale of 20,000 Passports shortly after its grand unveiling. Designed to provide cinephiles with an unparalleled cinematic journey and affordable access to their beloved films, the Passport has swiftly become a phenomenon in the cinema industry
Taking note of this new venture’s success, the brand is already in process of creating a new version of Passport post a careful study of its recent launch and the consumer response. This evolution is not just informed by the valuable insights garnered from consumer behaviour, but also usage patterns observed during the initial phase and the consumer feedback during the process.
Reflecting on the resounding success of the PVR Passport, PVR INOX Ltd co-CEO Gautam Dutta expressed his elation, stating, “We are delighted with the overwhelming response generated during the first phase rollout of 20,000 Passport subscriptions. Our initiative, driven by a commitment to providing an affordable and enriching cinematic experience for all, resonates with movie lovers across India. We are certain that the innovative program will help us add more movie lovers to our fold, and enhance our bond with the movie lovers in our country. We are taking notes of the customer’s like and dislikes on the product and are eager to unveil a more refined iteration of the Passport in the upcoming phase.”
MAM
Safal launches coconut water campaign with Tara Sutaria
Month-long push promotes 100 per cent tender coconut water, no added sugar.
MUMBAI: When life gets heated, Safal wants you to keep your cool, the coconut way. Safal, the horticulture arm of Mother Dairy, has rolled out a new campaign for its packaged Coconut Water, featuring Tara Sutaria, as it sharpens its pitch in the fast-growing ready-to-drink segment. The campaign, anchored in the idea of #TheSafalWayToRecharge, positions the product as a quick, natural and convenient hydration option for multiple everyday moments.
Conceptualised by Ogilvy, the month-long campaign is led by a digital video commercial (DVC) and is being amplified across Safal’s digital platforms to drive visibility and engagement. The communication shifts coconut water from a situational drink to an all-day companion spanning everything from post-workout recovery to on-the-go refreshment.
The film opens on a familiar note: fatigue after a shopping spree. Tara Sutaria’s character pauses for a break before being handed a pack of Safal Coconut Water, setting up a simple but effective narrative around instant, natural recharge. The moment pivots from exhaustion to energy, underlining the brand’s promise of effortless refreshment.
The campaign builds on changing consumer preferences, where convenience meets a growing demand for better-for-you beverages. Safal’s offering taps into this shift with 100 per cent tender coconut water, no added sugar, and sourcing from Tamil Nadu aimed at delivering consistency in taste and quality.
Having introduced packaged coconut water in 2025, Safal is now doubling down on positioning moving beyond functional hydration to embed itself in daily lifestyle routines. The messaging is clear, recharge does not need to be complicated, it just needs to be natural and within reach.
With this campaign, Safal is not just selling a drink, it is staking a claim in the evolving refreshment narrative, one sip, one moment at a time.
