Colors Cineplex redefines entertainment at Nauchandi Mela

Bringing some relief to the power starved city of Meerut is Viacom 18 with the launch of Uttar Pradesh’s first solar-enabled theatre, the Electro COLORS Cineplex at the Nauchandi Mela this year. With a promise to provide unceasing entertainment, the brand with this initiative enhances its focus on community initiatives while creating a unique entertainment zone.

Electro COLORS Cineplex is an enclosed theatre equipped with solar panels and comfortable seating to facilitate non-stop and on-the-go entertainment. The movie showcase list includes some of the biggest Bollywood blockbusters including Boss, Mary Kom, Bazaar, Saheb Biwi Aur Gangster Returns and others.

The space also offers facilities like solar-powered mobile charging units for audiences to charge their mobiles while watching movies. Also mobile charging units with contextual messages will be installed at strategic points across the mela ground. In addition to this, viewers can also enjoy local flavors and experience various fun and engaging activities including a giant wheel ride, participation in Bollywood quizzes and mimicry contests whilst at the mela. Winners will be picked hourly and showcased on big screens put up across the mela.

Sapangeet Rajwant, Senior Vice President – Marketing at Viacom18 said, speaking about the initiative, “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 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.”

The channel has also planned a robust social media outreach to ensure more footfalls for the screenings. Users can win the Golden Sofa ticket by simply clicking a selfie with the Electro theatre logo and upload it on social media or WhatsApp and use #ColorsCineplex. Before entering the theatre, people can get enrolled with Cineplex through WhatsApp and stay updated with the 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 iconic Bollywood film dialogues or by recreating a popular hook step and post it on social media or send it to the assigned number on WhatsApp. Along with this, the initiative will also be promoted locally through OOH and announcements.