In a unique and disruptive sustainability initiative, PVR Limited, India’s largest and highest quality cinema exhibition company (after merger with INOX Leisure Limited), has partnered with Bollywood star and passionate warrior Bhumi Pednekar, to spread awareness among her patrons of the harmful effects of climate change, inspiring them to make sustainable lifestyle choices to help conserve the environment.
Bhumi Pednekar Teams Up With PVR Cinemas For Their Sustainability Campaign; he says: “This touched my heart”
The brand has launched 6 versions of a multimedia consumer campaign, each featuring an initiative carried out by PVR with Bhumi Pednekar giving a ‘call to action’ via the #YourTurnToAct campaign handle. The campaign was launched today at PVR Plaza, New Delhi by Ms. Bhumi Pednekar and Mr. Sanjeev Kumar Bijli, Chief Executive Officer of PVR Limited. PVR will contribute valuable screen time to this campaign in its cinemas across India, reaching out to all parts of the country to promote sustainable behavior among cinema-goers.
Commenting on the announcement, Mr. Sanjeev Kumar Bijli, Chief Executive Officer of PVR Ltd., said, “We are happy to partner with one of the best actresses in the Indian film industry and climate warrior, Ms. Bhumi Pednekar, for the noble cause of raising awareness. around climate change. As a responsible corporate citizen, PVR is committed to making tangible progress towards reducing its ecological footprint by pursuing sustainable activities in its operations and participating in partnerships to combat climate change and preserve natural resources, ensuring a healthy planet and sustainable”.
He added: “PVR has decided to leverage its position as the leading film company to inspire our audiences to make sustainable choices that will help reduce carbon footprints on an individual level to help achieve the SDG targets.”
The company is making conscious decisions as part of its business practices to ensure that it minimizes harmful effects on the environment throughout its operations, to become part of the solution and influence change. These include a number of initiatives around energy and water conservation, such as centralized IOT-based power pressure and temperature control, variable frequency drives in AHUs, and occupancy sensors in restrooms, plus water flow limiters. in lavatory faucets to conserve tap water. Digital xenon lamp projectors are being replaced by laser projectors that consume less energy. Single-use plastic at F&B served to customers has been replaced with sugarcane bagasse food containers and coated paper straws made from biodegradable polymers, plus paperless tickets and QR code entry to access their cinemas.
Ms Bhumi Pednekar, actress and climate warrior, said: “I am delighted to be part of a focused sustainability campaign from PVR Cinemas. As leaders in the multiplex exhibition space, their initiatives to reduce energy consumption and the use of ecological measures such as sugarcane bagasse cutlery emphasize the need to move towards sustainable living. #YourTurnToAct is progressive and easy to follow. I will always support determined movements to raise awareness of climate change in India and this one touched my heart. There is no Planet B, so the time to act is now, before it’s too late.”
Among several initiatives that PVR is carrying out, one of the most recent is the introduction of uniforms made of fabric woven with yarn from recycled PET bottles. In just 9 months, PVR has been instrumental in recycling 38,000 PET bottles by allowing 1,000 of its employees to wear sustainable uniforms made with this fabric (65% recycled polyester and 35% cotton). Across India, 25 cinemas in 20 cities have completely switched to uniforms made from this fabric. In the future, all conventional movie uniforms will be replaced by these uniforms.
The campaign also showcases various initiatives the company is taking as a responsible corporate citizen to mitigate the impact of climate change and leverages its unique position to reach its broad audience to raise awareness of the issue and inspire them to make behavior change through choice. of sustainable living. People are encouraged to use #YourTurnToAct to share how the campaign has inspired them to make sustainable choices.
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