FEATURE: MIXING BUSINESS WITH PLEASURE
Capturing the imagination of corporates through
Experiential Marketing PVR bluO mixes business with pleasure to create an entertaining experience for brands and corporates
By Ankur Gaurav
I
f you are a marketer you have to be here. We have been associated with PVR bluO for the past two editions of this competition and it’s a great initiative to bring together all the marketers for a cause which is not marketing,” said Amol Dhillon, Vice President, Strategy & Planning, Woodland on the occasion of the Corporate Bowling Tournament organised by PVR bluO in association with Lufthansa. PVR bluO, the retail entertainment arm of PVR ltd has been hosting the Corporate Bowling tournament for the past five years. It’s one of the best examples of providing a brand experience by PVR. What’s more, it is a great platform for brands and marketers to connect in a fun environment. PVR bluO is a joint venture between PVR and Major Cineplex Group of Thailand and is hoping to capture the imagination of the young crowd with its bowling centres which serve as experiential platforms for brand PVR. Having established bowling centres in cities such as New Delhi, Gurgaon, Bangalore and Pune, the company is looking to establish its status in other non metro cities too. PVR bluO is hoping to provide a complete entertainment experience to customers. Apart from bowling, it will be adding Karaoke and Tattoo parlours, Xbox lounges, live music and Playstation lounges to its list of entertainment options. In the case of the Corporate Bowling tournament, that is now in its fifth year, PVR bluO has already become a trendsetter. The tournament has seen the increasing involvement of the corporate crowd. More and more brands are associating themselves with the event. In its fifth edition, Lufthansa Pin Strike has magnified in terms of its scope and participation. The tournament has grown from 12 teams in its first edition to more than 125 teams this year. The tournament for
On the face of it, it’s a competitive tournament, but on the sidelines of PVR’s bowling alleys, it’s serious business 40
Pitch | November 2013