MAM
Screen time turns scream time as PVR Inox rolls out Kerala Comedy Fest
MUMBAI: Why should the big screen have all the fun? This June, Kerala’s moviegoers can expect less drama and more laughter as PVR Inox transforms its plush cinemas into live comedy hotspots. India’s largest multiplex chain, PVR Inox, is hitting refresh on the moviegoing experience with the launch of the Comedy Fest in Kerala, a three-weekend-long celebration of stand-up comedy in partnership with Comedy Lounge, the state’s foremost comedy collective. From rising local stars to crowd-favourite comics, the fest promises a chuckle-fuelled line-up all served in the comfort of air-conditioned auditoriums with top-tier sound and lighting.
The festival kicks off on 14 June at PVR Lulu Mall, Kochi, with ‘Straight Outta Kochi’, Comedy Lounge’s signature showcase featuring top Kochi-based comics. The bilingual act (English & Malayalam) is designed to tickle funny bones across Kerala.
Next up, on 21 June, is the ‘Vishnu Pai Crowd Work Show’ at Inox Sobha City Mall, Thrissur. Known for his razor-sharp wit and pan-India performances, Vishnu Pai Kerala’s top-rated English-language comic brings his improv-style set that thrives on audience interaction.
The month wraps up with the ever-popular Kochi Open Mics on 28 June, back at PVR Lulu Mall, bringing a blend of English, Malayalam, and Hindi humour from emerging comics, keeping things fresh, unscripted, and full of surprises.
But this isn’t just a one-off laugh riot. It’s part of PVR Inox’s broader strategy to diversify cinema spaces into multi-format cultural hubs. From indie film screenings to live theatre and now stand-up comedy, the brand is reimagining its venues as stages for local stories and spontaneous joy.
“This isn’t just about bringing comics into theatres,” said PVR Inox Ltd chief business planning & strategy Kamal Gianchandani. “It’s about expanding the definition of entertainment and connecting with audiences in a format that’s local, lively and unmissably real.”
As Kerala’s stand-up scene gains momentum, the Comedy Fest offers comics a high-quality platform and audiences a fresh reason to head back to the theatre this time, not for the plot twists, but for the punchlines.
Brands
Raj Cooling Systems launches Agreyas appliances brand
Emraan Hashmi named brand ambassador for consumer appliance push.
MUMBAI: A company known for cooling solutions is now heating up its ambitions in the home appliances market. Raj Cooling Systems Pvt. Ltd. has launched a new consumer appliances brand, Agreyas, marking its entry into India’s rapidly expanding home appliances sector valued at more than Rs 1.5 lakh crore. The move represents a strategic diversification for the company, which has traditionally focused on cooling solutions for residential, commercial and industrial applications. Through Agreyas, the firm plans to tap into growing consumer demand for energy efficient and technology driven household appliances.
To build brand visibility, Agreyas has appointed Emraan Hashmi as its brand ambassador. The campaign has been developed under the banner of Zoommantra Productions, with actor and filmmaker Rohit Roy contributing to the creative direction.
The brand’s initial portfolio will include mid premium air conditioners, washing machines, geysers and other white goods designed to cater to modern Indian households seeking efficient and reliable appliances.
Raj Cooling Systems, founder and chairman Kalpesh Ramoliya said the launch aligns with the company’s broader expansion plans.
“The launch of Agreyas is in line with our vision to build a strong presence in India’s consumer electronics and home appliances market. The brand has been developed as a standalone identity to meet the evolving needs of Indian consumers,” he said.
Hashmi said the collaboration comes at a time when Indian buyers are increasingly looking for innovative and functional home solutions.
“I’m looking forward to working with Agreyas at a time when consumers are seeking more innovative and efficient home products. The brand reflects changing consumer behaviour around functionality, innovation and ease of use,” he said.
Raj Cooling Systems plans to invest around 10 million dollars in developing the brand, with an additional 5 million dollars earmarked over the next three to five years for product development and distribution expansion.
Agreyas will follow a multi channel distribution approach, selling through online platforms, retail outlets and dealer networks aimed at both urban and semi urban markets across India.
With the launch, the company is positioning Agreyas as a standalone consumer facing brand while continuing to leverage its existing manufacturing, engineering and research capabilities built through its core cooling solutions business.
