India’s largest cinema chain becomes BIG Cinemas

Media News

Mumbai, October 25, 2008

Adlabs Films Limited, a member of the Reliance Anil Dhirubhai Ambani Group and India’s largest cinema chain announced today the launch of BIG Cinemas with the tagline “Ab Bada Mazza Ayega”.

The entire rollout will happen simultaneously on Tuesday, 28th October 2008 across BIG Cinemas’ 73 properties throughout the country, totaling 186 screens and 71000 seats. On Tuesday, BIG Cinemas’ guests across the country will see a major transformation in BIG Cinemas signages, collaterals and all promotional material including TV, radio, print, outdoor and online campaigns, reflecting the new brand. Guests can make bookings on the new website www.bigcinemas.com. Over three million visitors are expected to visit a BIG Cinema in the next year and the brand change will be a significant transformation for them.

The new brand has been designed by international creative agency Bonsey Design based in Singapore. BIG has values of being multifaceted, world-class, vibrant and engaging. Its personality is fun-loving, infectious, refreshing and trendy. It is also in sync with the group’s philosophy of “Think Bigger. Think Better”.

Anil Arjun, Chief Executive Officer – Adlabs Films Ltd, “India’s largest cinema chain is now clearly reflecting its place as part of BIG, the premier entertainment brand in India. In line with the Reliance ADA Group’s philosophy for a single monolithic consumer entertainment brand “BIG”, India is the first step in our international brand rollout; BIG Cinemas will also be rolled out across over 200 cinemas in US and Malaysia shortly.” All future cinemas will also be launched under the BIG Cinemas brand.

Tushar Dhingra, Chief Operations Officer – BIG Cinemas, commented on the rollout saying, “This is the largest consumer brand change in the entertainment domain. We feel that the brand’s fresh new look will appeal to our wide range of guests from both metros and smaller cities alike. The emphasis is on giving our guests a larger than life or BIG experience when they visit any Big Cinema across the country and to give the brand a more relatable and approachable feel, in line with the strong tradition of thoughtful customer care we have been known for.”

For further information, please contact:

Adlabs Films Ltd.

Joanne D’Souza

E-mail: joanne.dsouza@adlabsfilms.com

Mobile: +91 9321597147

CMCG India Pvt. Ltd.

Malika Bhavnani

E-mail: malika.bhavnani@cmcgindia.com

Tel: +9122 24450991