Debashish Chakraborty
Marketing Initiative

COLORS Cineplex launches Uttar Pradesh’s first solar power theatre 'Electro' at Meerut's Nauchandi Mela

The one of its kind innovative movie theatre beats power cuts by providing uninterrupted Entertainment.

Summer comes with its own little perks of happiness and joy; vacations, prolonged baths, ice creams and more importantly the leisure of boundless TV/movie time. But it equally puts all our plans to rest when life comes to halt as a result of electricity issues. With the remarkable progress that India has had in its journey to light up every town, the issue of power cuts have stayed put and crippled many lives. Facing this dire issue in the scorching summer is one such city of Meerut in Uttar Pradesh where like other cities, people are deprived of their necessities, comfort and moreover their daily dose of filmy entertainment. To contribute its fair share of solution, COLORS Cineplex, the flagship movie channel from the house of Viacom 18 launched Uttar Pradesh’s first solar-enabled theatre - Electro COLORS Cineplex at the Nauchandi Mela this year. With thousands of footfalls recorded every year, this initiative marks as a one-of-its-kind move towards social welfare and an innovative effort to provide an unparalleled and ever-bright entertainment zone.

COLORS Cineplex launches Uttar Pradesh’s first solar power theatre 'Electro' at Meerut's Nauchandi Mela
COLORS Cineplex launches Uttar Pradesh’s first solar power theatre 'Electro' at Meerut's Nauchandi Mela

Taking a giant leap in the entertainment segment, this initiative is curated to bring cinema closer to its viewers. Electro COLORS Cineplex is an enclosed theatre capacitated with solar panels and comfortable seating to facilitate non-stop and on-the-go entertainment. The blockbusters lined up include Boss, Mary Kom, Bazaar, Saheb Biwi Aur Gangster Returns, and others. Further using solar power beyond movie screening, the audience can also charge their mobile phones via mobile charging units inside the hall as well across the mela at certain strategic points.

In addition, the viewers can enjoy the local flavors and experience various fun and engaging activities including a ride on a giant wheel, participating in Bollywood quiz and mimicry contests whilst in the mela. Winners will be picked hourly and gratified instantly by featuring their names on the big screens put up across the mela.

Sapangeet Rajwant Senior Vice President – Marketing at Viacom18 added, “Nauchandi Mela is one of the Uttar Pradesh’s biggest social gatherings and accounts for lakhs of footfalls every year. It opens new doors of opportunities for brand building and Colors Cineplex, having been revived its brand identity recently, will get an extra nudge to establish itself as a premium entertainment destination. Solar built Electro theatre is our endeavor to build a strong brand positioning and ensure greater visibility through newer innovations.”

To assure maximum reach and availability, the channel launched an aggressive social media outreach which includes the opportunity to win the golden sofa ticket by clicking a selfie with the Electro theatre logo and uploading it using #ColorsCineplex. In another move, leveraging the popular messaging app WhatsApp, the brand has smartly used this to keep the audience updated with daily show information and promo videos. As an extension to the activity, they are also on a lookout for Nauchandi ka hero and heroine where users can also upload fun videos mimicking the iconic Bollywood film dialogues or recreate a popular hook step and post it on either social media or send it to the assigned number on WhatsApp. To grab hold locally, the initiative has been promoted through OOH and Bhopu announcements.

COLORS Cineplex has always been a premium name when it comes to movie entertainment and with this distinct move the channel has leveled up its game. A brilliantly curated initiative perfectly mingled with a noble cause, the channel has yet again carved a niche for itself by continuing its legacy to entertain without any cuts.