NEW DELHI:  PVR Cinemas, the largest chain of movie theatres in India, has celebrated 25 magnificent years in operation. PVR launched the multiplex revolution in India in 1997, and since then, it has redefined what it means to enjoy the best cinema for moviegoers all over the country.

The company is launching a multi-media campaign with the film "Iss Andhere mein bahut Roshni hai (There is light in this darkness)" starring actor Aamir Khan to mark this significant milestone.

A consumer insight provided the inspiration for the movie's plot, while Vineet KKN Panchhi's poem served as the basis for the movie's future development. The inspiration for the movie came from the audience's insights into all the feelings and experiences, including the magic of cinema, the camaraderie, and the fleeing to a dream world after the lights go out.

As cinemas are the only places where darkness can play that role, the movie is a masterful balancing act of light and dark, bringing the viewer on a journey that is brought to life. In order to maintain relevance as a category and a brand, it reiterates the promise of "more magic," "more memories," "more adventures," and "more happiness" to moviegoers.

Ajay Bijli, Chairman and Managing Director of PVR Limited, commented on the company's 25 years of success, saying, "We are incredibly happy and proud that India has reached the 25-year milestone. Over the years, the entertainment industry, viewing habits, and audience have changed, and PVR has been able to meet their demands. Our priority will continue to be on creating compelling tales to the big screen and improving the lives of our stakeholders as we work to actively engage customers and introduce them to fresher cinematic experiences."

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