Initiative wins PVR Cinemas, Khadim’s shoes businesses

Initiative has bagged the media duties for PVR Cinemas and Khadim’s shoes. The PVR business is estimated to be around Rs 6 crore, while Khadim’s accounts for Rs 4 crore.

Tushar Dhingra, vice-president, PVR Cinemas, said, “Usually, 95 per cent of our media budget is spent on print, and the rest per cent on radio. But this time, we plan to spend at least five per cent of our total media budget on the new media.”

Dhingra added, “We are planning to venture into three different cities – Mumbai, Hyderabad and Chennai. We need to have a nationwide campaign, which will be met by the television media. In addition, we will also use the television media for our corporate campaigns.”

Joydeep Basu Roy, senior product manager, Khadim’s, says, “We are presently in a phase of growth and expansion. For quite some time now, we were facing the need to plan our media activities in a professional manner. Effective media planning and its subsequent implementation can lead any organisation to success. We are hopeful that Initiative will help us achieve this.” The Kolkata branch of Initiative has won the Khadim’s shoes business.

Based in Kolkata, Khadim’s is a pioneer in footwear retailing and has a network spread across the country with more than 200 retail outlets and is growing by the day. It has a wide product range catering to every need in the footwear segment.

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