PVR

Brief:

USE OF DESIGN-THINKING METHOD

(Detailed steps are after the idea)

This brand experience ideation process began with empathizing with the target audience to understand their needs and preferences deeply This empathetic approach defined a clear problem statement using methods like POV and HMWQ, pinpointing customers' main challenges.

In the next stage, I brainstorm and generate creative ideas to tackle the identified challenges. These ideas served as the foundation for the brand experience design.

To visualize and test the feasibility of these ideas, prototypes were created. These simplified models allowed experimentation and iteration, refining the concepts based on real-world feedback.

Following this empathize, define, ideate, prototype, and testing approach, the brand experience was tailored to the customers' specific needs and preferences, leading to a more engaging and customer-centric outcome.

Target Audience

1. Budget-Conscious Moviegoers: This group includes students and youth who enjoy watching movies in groups while being mindful of their expenses. They are interested in affordable movie experiences and trendy activities. People who prioritize budget-friendly options when going to the movies and are keen on getting value for their money

2. Youth and Students in Groups: This segment comprises young people who prefer going to the movies in a group setting, seeking a social and enjoyable experience.

3. Experience Seekers: This group is interested in trying out new and trending activities, including movie experiences, while considering cost-effectiveness.

4. The active target audience: comprises social movie lovers who enjoy discussing films, meeting new people, and prefer group theater experiences.

The primary focus is on the middle-class population in India, where many individuals value affordable options and seek trending experiences. Social media will play a vital role in the marketing strategy as it enables reaching a broader audience and engaging with people who follow trends and influencers. Social media can create awareness and drive interest among the target audience.

Empathise & Problem Statement (overview)

My primary research of 50+ interviews and 20+ Google Forms responses revealed that the most common pain point for PVR theater patrons :

High food prices: 25 people (35.71%)

The high convenience fee for online booking: 18 people (25.71%)

Expensive experience in comparison with OTT: 14 people (20%)

Problem with the parking area: 13 people (18.57%)

Idea:

Multi-plex- PVR Cinemas

Movie: Barbie.

Subscription Program: Club PVR Unlimited.

Objective: To recruit membership for a new subscription program called PVR Unlimited. Indian films are consistently released on Fridays.

The Ordinary World:

A group of enthusiastic young Indian movie-goers, passionate about cinema and eager to stay up-to-date with the latest trends, express their concerns regarding expensive and inconvenient movie experiences in PVR. (convenience fee while booking online, expensive food, long queue, and more. )

Invitation /Call to Adventure :

- Influencer Prajakta Kohli will promote PVR Unlimited. (She has over 27 million subscribers on YouTube and over 10 million followers on Instagram. also, the young crowd who are middle-class connects with her as she has faced similar issues like budget and inconvenience )

-Immervise Banners in PVR theatre before the launch to cater to audience attention, stating PVR Unlimited benefits)

(Social Media: In this generation, the power of digital technology or social media is immense, and it is an essential tool to cater to the audience, especially Indian youngsters, as every youngsters are there on Instagram, and nowadays, all the marketing agencies are also doing the same

Overview of the first-week experience :

Pre-Visit:

- The venture aims to simplify club members' lives with easy online ticket booking, a 20% convenience fee discount, and hassle-free parking using personalized unlimited cards.

Experience in PVR Theatre (overview)

Regularly Group meal offers & Birthday specials: When you celebrate your special day at PVR, you can look forward to a delightful experience. Enjoy complimentary popcorn while watching your favorite movie. PVR will also give you a personalized gift, making your birthday special. And during the movie's interval, you'll be surprised with a heartfelt birthday wish displayed on the big screen. It's their way of making you feel loved and cherished on your special day So come, celebrate your birthday at PVR, and create beautiful memories you'll cherish for years to come.

Friday, You will meet influencers or celebrities and personally experience the red carpet-moment.

Sat Welcome to PVR's enchanting "Couple's Night: Ken & Barbie Edition," where we've transformed our theater into a dreamy wonderland for you and your partner.

Tue Special food services related to the movie, ex: pink and blue donuts, ice creams, cupcakes, and salad plates for health-conscious people with personalized notes.

Wed Come along with your life Barbie and get the chance to make a reel with Prajakta Kohli on your favorite Barbie song.

Thurs: Panel discussions with critics like recommend society Humans of cinemas.

In-Dept Experience

1. Friday: Welcoming Day in a celebrities way

Meet Prajakta Kohli and Experience the Red Carpet moment.

(Reminder: The event will take place two hours before the start of the movie.

Decoration’s

- There will be an eye-catching grand entrance with a red carpet leading to the theater lobby with velvet ropes, stanchions, light, and confetti to create a VIP feel walkway for attendees.

- Step and Repeat Banner: A custom Step and Repeat banner with the brand's logo and event name as a backdrop for the red carpet area. This will provide a perfect photo opportunity for attendees.

-Paparazzi-Style Photoshoot: Red carpet area in the theater lobby with media-style backdrops and photographers. As common audience members arrive for the movie, they can have their photos taken in a paparazzi-style setting, making them feel like celebrities.

Interaction with Prajakta Kohli and experiencing Red Carpet

(a). Prajakta Kohli will grace the event by elegantly walking over the red carpet, radiating grace and glamour. She will greet the attendees with a warm smile, making them feel welcome and valued.

During the event, Prajakta Kohli will engage with the unlimited pass members, discussing the benefits of the premium pass. She will passionately explain how the premium pass provides a unique movie-watching experience without budgetary constraints, ensuring ultimate convenience and enjoyment.

In addition to the informative session, there will be a lively and interactive Q&A session with Prajakta Kohli. This 30-minute session will allow attendees to ask questions, share their thoughts, and personally connect with the renowned personality

After engaging with Prajakta Kohli, the members will have a moment to shine on the red carpet. As they walk the red carpet, spotlights illuminate their presence, making them feel like true movie stars. They can strike their poses and have their pictures taken paparazzi-style, forever capturing their magical moments.

To conclude the event with excitement and celebration, confetti will shower down, adding a touch of glamour and delight. The confetti will symbolize the joy and grandeur of the Red Carpet Brand Experience, leaving attendees with a sense of fulfillment and enchantment.

Overall, the event will provide attendees with a memorable and immersive experience, leaving them with cherished memories and a stronger connection to the brand and the world of cinema.

(b). Social media engagement :

- Social media engagement is a key aspect of the PVR Brand Experience. During the event, attendees will eagerly share their red-carpet moments on their social media handles using the hashtag #RedCarpetExperienceWithPrajaktaKohli.

- They can also tag PVR in their posts to get featured on PVR's official social media handles. This interactive approach generates buzz and excitement around the event and increases visibility for PVR, reaching a wider audience and creating a vibrant online community of movie enthusiasts. So, get ready to be

part of the spotlight and share your red carpet-experience with the world!

#PVRBrandExperience #MovieMagic #RedCarpetGlamour

Following all the ten characteristics

Six principle

Five values

Characteristics:

Emotional Touch:

1. Attendees will be emotionally touched as they interact with Prajakta Kohli, feeling valued and welcomed.

2. Attendees sharing their moments on social media feel personally connected to the event.

Uniqueness and Intrinsic Value:

1. The event offers a unique experience of walking the red carpet and engaging with a celebrity, providing intrinsic value.

2. Sharing red carpet moments online offers a unique and intrinsic value.

Altered Concept of Time:

1. The experience may alter the perception of time as attendees are immersed in the moment.

2. Participants spend time crafting and sharing their posts.

Contact with the 'Raw Stuff'

The red carpet and interaction with Prajakta Kohli provide a tangible and authentic connection.

Sharing personal experiences on social media allows direct interaction with the event.

5. Heightened Concentration and Intense Focus: Attendees will fully engage and focus during the Q&A session and interactions.

Principles:

1. Enhancing Services: The premium pass benefits are elaborated, enhancing the movie-watching experience.

2. Attendees enhance their event experience by engaging with the online community and sharing their unique perspectives.

Transformative Experience: Attendees undergo a transformative experience by engaging with a celebrity and feeling like movie stars themselves as they move over the red -carpet.

Engage All Five Senses : While primarily visual, social media engagement connects attendees through a shared Experience.

Values:

1. Theme: The red carpet adds glamour, elegance, and the welcoming of new subscription members.

2. Engage All Five Senses: Attendees engage visually (spotlights), auditorily (Q&A), and kinesthetically (walking the red carpet).

3. Memorabilia: Photos on the red carpet and confetti create lasting memories.

4. Harmony: The overall experience is harmonious, blending interaction, information, and celebration.

Sharing online content harmonizes with the overall brand experience, extending beyond the event.

5. Eliminate negative cues

There is no waiting time for the experience.

Sat - Welcome to PVR's enchanting "Couple's Night: Ken & Barbie Edition," where we've transformed our theater into a dreamy wonderland for you and your partner.

As you step into the theater, you'll be welcomed by the warm glow of flickering candles, creating an intimate and romantic ambiance. Plush red cushions will adorn your seats, ensuring maximum comfort as you settle for the movie.

To further elevate your experience, we've added a delicate and enchanting perfume to the air, filling the theater with a subtle fragrance that enhances the romantic atmosphere.

As the lights dim and the movie begins, you'll be whisked away on a romantic journey through the captivating world of Ken and Barbie. The carefully curated movie lineup will tug at your heartstrings, resonating with love, friendship, and adventure themes.

Capture the magical moments with a dedicated photo booth experience. Strike your best, Ken and Barbie pose against a backdrop of romance, preserving the memories of this enchanting evening.

As a token of our appreciation, each couple will receive a keepsake photo, a memento to cherish the magic of this night.

"Couple's Night: Ken & Barbie Edition" at PVR celebrates love and nostalgia, where the theater becomes a haven of romance and connection. Immerse yourself in the red cushioned seats, flickering candles, and alluring perfume, creating an unforgettable movie experience with your beloved.

Celebrate the magic of Ken and Barbie's timeless love story, and let it inspire your romance. Join us for an extraordinary brand experience that will kindle the spark and make your romantic night truly magical!

Characteristics:

1. Emotional Touch: Attendees will experience emotions of romance, nostalgia, and connection as they step into the dreamy wonderland.

2. Uniqueness and Intrinsic Value: The "Couple's Night: Ken & Barbie Edition" offers a unique and intrinsic value by transforming the theater into a romantic haven.

3. Altered Concept of Time: Participants may lose track of time as they become immersed in the enchanting ambiance and captivating movie lineup.

4. Contact with the 'Raw Stuff':The event provides direct sensory contact with elements like flickering candles, plush cushions, and subtle fragrances.

5. Heightened Concentration and Intense Focus: Attendees will fully engage in the romantic journey and capture magical moments.

Principles:

1. Customizing Goods: The event customizes the theater environment to create a unique and personalized experience for couples.

2. Enhancing Services: Attendees' movie experience is enhanced by the romantic ambiance and curated movie lineup.

3. Charging for Experiences: The event offers an upgraded experience for attendees, justifying a premium ticket price.

Values:

1. Engage All Five Senses: The use of flickering candles, plush cushions, subtle fragrances, and photo booth experiences engage attendees' senses.

2. Harmony: The event harmoniously blends elements of romance, nostalgia, and movie enjoyment.

3. Welcome to PVR's enchanting "Barbie & Ken Magic" food services, where we celebrate the beloved Barbie and Ken duo with delectable treats fit for royalty!

Indulge in our delightful food menu, specially curated to honor both Barbie's and Ken's unique personalities. Treat yourself to pink and blue donuts, representing the vibrant colors of Barbie and Ken's world, adding a burst of sweetness to your cinematic adventure.

Savor the creamy and cool flavors of our ice creams, inspired by Ken's charm and charisma, making you feel as cool as he is. And for those with a sweet tooth, our delectable cupcakes adorned with Barbie and Ken's iconic silhouettes are a must-try. Each bite is a celebration of their timeless love story

We've thoughtfully prepared salad plates for our health-conscious guests, ensuring a nutritious and flavorful option that both Barbie and Ken would endorse.

To make your food experience even more personalized, each food item has a heartfelt and magical note, capturing the essence of Barbie and Ken's enduring love.

So, whether you're a fan of Barbie's princess charm or Ken's dashing appeal, our "Barbie & Ken Magic" food services have something for everyone. Come celebrate the timeless love story of Barbie and Ken, and indulge in these delightful treats that perfectly complement their magic. Join us for a culinary journey that brings you closer to the enchanting world of Barbie and Ken, exclusively at PVR!

4. Wed: Come along with your Barbie

Step into a world of wonder and magic at PVR's "Life Barbie" experience, where we celebrate the special Barbies in your life! Whether it's your girlfriend, mother, daughter, sister, or any other inspiring woman, bring them along to this heartwarming event.

As you enter the "Life Barbie" experience, you'll be greeted with an enchanting ambiance adorned with elegant decorations and charming touches. We are eager to hear heartwarming stories about your life Barbie and how they have significantly impacted your life.

Attendees can express their gratitude and love for their life Barbie in our unique submission portals. These stories will celebrate the love, support, and positivity that these special women bring into our lives.

Two lucky winners will be chosen from the submission portal, and they'll get the once-in-a-lifetime chance to create a special reel with the charming and talented Prajakta Kohli. On this occasion, they'll be able to express their feelings and appreciation for their life Barbie, creating a cherished memory to treasure forever

The evening will culminate with a surprise video message from Prajakta Kohli herself, sending her love and admiration to all the life Barbies out there and thanking them for being the real-life inspirations they are.

At PVR's "Life Barbie" experience, we want to celebrate the incredible women in our lives and create a heartwarming and unforgettable event that will leave a lasting impression on everyone. So come, bring your life, Barbie, and join us to celebrate love, joy, and the magic of womanhood. Let's pay tribute this day to the real-life Barbies who make our world more beautiful!

Characteristics:

1. Touched Emotionally: The event aims to touch attendees emotionally as they celebrate the significant women in their lives and express gratitude for their impact

2. Unique and Intrinsic Value:The experience offers a unique value by providing a platform for attendees to honor and cherish their relationships with special women

3 Altered Concept of Time: The event creates a timeless moment of appreciation, allowing attendees to reflect on the impact of these women throughout their lives.

4. Contact with the 'Raw Stuff': Participants engage with the genuine stories and emotions that come from their relationships with the important women in their lives.

5. Heightened Concentration and Focus:** Attendees' focus intensifies as they express their love and appreciation for their life Barbies, involving their senses and emotions.

Principles :

1. Enhancing Services: The event enhances the emotional connection between attendees and their loved ones by providing a platform for expression and celebration.

2. Transformative Experiences: Attendees transform as they express their feelings, creating a deeper bond with the important women they celebrate.

3.Fusing Digital Technology with Reality: Attendees bridge the gap between digital and real-world interactions by sharing heartwarming stories and experiences, creating a genuine connection beyond the event.

Values:

1 Theme: The event revolves around the theme of celebrating and honoring the special women in attendees' lives, creating a cohesive and meaningful experience.

2. Harmony: Attendees share harmonious stories and expressions of gratitude, fostering a sense of unity and connection

3. **Eliminate Negative Cues:** The event eliminates negativity by focusing on positive emotions and gratitude, creating an uplifting and heartwarming atmosphere

4 Memorabilia: Participants receive a keepsake in the form of their stories and expressions of love, preserving the memory of this heartwarming experience.

5. Engage All Five Senses:The event engages attendees' emotions, creating a multi-sensory experience as they express their feelings and gratitude.

6. Naturalness: One Whole:The event seamlessly integrates personal stories, emotions, and celebration, creating a holistic and genuine experience

Incorporating the social media integration and the opportunity to meet Prajakta Kohli aligns with the "Life Barbie" experience's characteristics of creating heightened focus, emotional connection, and a unique value proposition. Additionally, the values of engagement through social media sharing and the genuine interaction with Prajakta Kohli contribute to the sense of harmony, engagement of senses, and naturalness, making the experience even more enriching and memorable.

5. Thu - Discuss with Critics and like-minded people.

Welcome to PVR's Magic: Unleash Your Inner Barbie and Ken" brand experience, which focuses on captivating discussions and meaningful interactions! As a passionate Barbie movie enthusiast, you'll have the unique opportunity to participate in engaging panel discussions with esteemed film critics and fellow Barbie fans.

These panel discussions will delve deep into the captivating world of Barbie movies. Together with expert film critics, you'll explore the themes, character arcs, and messages conveyed through these beloved films. Your opinions and insights will be valued, making these discussions more dynamic and enriching.

As a gesture of appreciation for your participation, each attendee will receive a special "Barbie Magic" keepsake, a token to remember this wonderful experience.

But the real magic lies in the connections you'll make! After the discussions, you'll have the chance to meet fellow Barbie fans in our exclusive "Barbie Magic" lounge. Here, you can continue the conversations, share your favorite movie moments, and build lasting friendships with people who share your love for Barbie movies.

"Barbie Magic: Unleash Your Inner Princess" is designed to be an inclusive and immersive experience centered around meaningful interactions and thought-provoking discussions. It's a celebration of the joy of storytelling, the power of cinema, and the bond that connects fans of Barbie movies.

So, get ready to embark on this enchanting journey with PVR. Let your inner princess shine brightly as you engage in captivating discussions, meet fellow fans, and celebrate the magic of Barbie movies. Come, be a part of "Barbie Magic," and make cherished memories that will stay with you long after the event.

Characteristics:

1. Touched Emotionally: Attendees will be emotionally touched as they engage in discussions and celebrate their shared passion for Barbie movies, providing them a platform to be heard and connect with like-minded people.

2. Unique and Intrinsic Value: The experience offers a unique and intrinsic value, providing attendees with a distinct opportunity to connect and discuss, including a chance to interact with esteemed film critics for valuable insights.

3. Altered Concept of Time: Time is transformed as attendees become fully immersed in discussions about the enchanting world of Barbie movies.

4. Contact with the 'Raw Stuff': Participants engage with the 'raw stuff' of their passion – the themes, characters, and messages of Barbie movies.

5. Heightened Concentration and Focus: Participants' concentration and focus intensify as they delve deep into discussions, engaging all senses to share insights.

Principles:

1. Customizing Goods: The experience customizes discussions and interactions to cater to attendees' passion for Barbie movies and desire for meaningful conversations.

2. Enhancing Services: The panel discussions enhance intellectual engagement by exploring and analyzing Barbie movies, offering transformative experiences that enhance attendees' understanding and appreciation.

3. Charging for Experiences: The event offers a valuable and enriching experience, and attendees are willing to invest their time and participation to engage deeply with Barbie movies and like-minded individuals.

4. Fusing Digital Technology with Reality: Attendees bridge the digital divide, fostering a playful camaraderie by blending digital discussions with real-world interactions that extend beyond the event.

5. Transformative Experiences: The discussions and interactions create transformative moments that deepen attendees' connection with Barbie movies and inspire new perspectives.

Values:

1. Theme: The event is centered around the enchanting theme of Barbie movies, creating a cohesive and immersive experience.

2. Harmony: Attendees engage in harmonious discussions, sharing insights and perspectives while celebrating their shared passion.

3. Eliminate Negative Cues: The event fosters a positive and uplifting environment, encouraging attendees to focus on the joy and magic of Barbie movies.

4. Memorabilia: Participants receive a special "Barbie Magic" keepsake as a tangible memory of their meaningful interactions and discussions.

5. Engage All Five Senses: The event stimulates all senses through discussions, enhancing the intellectual experience with a multisensory approach.

6. Naturalness: One Whole: The event seamlessly integrates intellectual engagement, camaraderie, and celebration, creating a holistic and authentic experience.

The "Barbie Magic: Unleash Your Inner Princess" experience aligns cohesively with the provided characteristics, principles, and values. It offers attendees a platform to be emotionally touched, intellectually engaged, and harmoniously connected, enabling them to discuss, learn, and celebrate the enchanting world of Barbie movies while interacting with both peers and esteemed critics.

Empathise

My primary research of 50+ interviews and 20+ Google Forms responses revealed that the most common pain point for PVR theater patrons :

High food prices: 25 people (35.71%)The high convenience fee for online booking: 18 people (25.71%)

Expensive experience in comparison with OTT: 14 people (20%)

Problem with the parking area: 13 people (18.57%)

Defining Problem Statement

High Food Price POV

1. The Moviegoer Seeking Value "As a cost-conscious moviegoer, I need affordable food options at PVR, so I can enjoy a complete movie experience without worrying about overspending on snacks."

2. The Group Experience Seeker "As a moviegoer who often attends movies with friends or family, I am looking for budget-friendly food combos and deals at PVR, enabling us to have a satisfying group dining experience."

3. The Convenience-Driven Patron "As a time-conscious moviegoer, I desire a seamless and quick food ordering process at PVR, offering affordable yet delicious options that align with my on-the-go lifestyle."

POV (Point of View) Statements:

High food prices:

● Customers are concerned about the cost of food at the theater, affecting the affordability of the movie experience.

The high convenience fee for online booking:

● Customers find the convenience fee for booking tickets online to be a barrier, impacting the ease and cost-effectiveness of using digital platforms.

Expensive experience in comparison with OTT:

● Customers perceive the movie theater experience as costly compared to the more budget-friendly options offered by online streaming services (OTT platforms).

Problem with the parking area:

● Customers face challenges related to parking at the theater, which negatively affects the overall convenience and accessibility of the movie outing.

HMWQ : High Food Price HMWQ

1. How might we incentivize customers to purchase food at PVR by introducing loyalty programs or exclusive food deals?

2. How might we enhance the overall movie experience for cost-conscious customers by introducing complimentary or discounted food vouchers with certain ticket purchases?

3. How might we create food combo deals that appeal to families or groups, providing economical options for larger orders?

4.How might we leverage digital ordering platforms and self-service kiosks to streamline the food ordering process and potentially reduce operational costs?

High food prices:

● How about we create a more budget-friendly food experience that doesn't compromise quality and taste?

● High convenience fee for online booking:

● How about simplifying the online booking while reducing or eliminating the convenience fee?

Expensive experience in comparison with OTT:

● How might we enhance the value proposition of the theater experience to make it more appealing compared to OTT options?

Problem with the parking area:

● How might we improve the theater's parking facilities and accessibility to enhance the overall customer experience?

Ideation Brainstorm: