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Tag: Amit Sharma

  • Blockbuster Tuesdays steal the show as India flocks to Rs 99 cinema frenzy nationwide

    Blockbuster Tuesdays steal the show as India flocks to Rs 99 cinema frenzy nationwide

    MUMBAI: Tuesday just got a turbocharged rebrand. Across India, theatres are no longer half-empty mid-week refuges for retirees or bored interns. Thanks to Cinema Day Tuesdays and Blockbuster Tuesdays—a nationwide Rs 99 ticket initiative—cinemas are now bursting at the seams, packing in popcorn-chomping fans like it’s opening night every week.

    With over 4000 screens participating, including giants like PVR Inox, Miraj Cinemas, Cinépolis India and Mukta A2 Cinemas, the scheme has sent admissions through the roof. Footfalls in many regions are now rivalling—and in some cases beating—weekend crowds.

    That’s right.

    Tuesday is the new Sunday.

    “Blockbuster Tuesdays is a result of a lot of hard work and collaboration among our industry partners… Cinemas are an indispensable part of our culture,” said Multiplex Association of India (MAI) president Kamal Gianchandani, adding that it’s more than just cheap tickets—it’s a love letter to shared storytelling.

    Miraj Cinemas is reporting footfalls equal to its Sunday crowds across metros and tier two cities. Miraj Entertainment Ltd MD Amit Sharma said, “Tuesdays are turning into a celebration for movie lovers. It’s not just about pricing—it’s about reigniting the emotional connect with cinema.”

    This Tuesday (22 April) alone offers a spicy mix of cinema fare. Kesari Chapter 2 with Akshay Kumar and R. Madhavan, thriller flick Sinners starring Michael B. Jordan, and Paddington in Peru for families promise to cater to every mood. Not to mention Jaat, still smashing box office charts in its second week.

    At PVR Inox, the movement is doing more than just selling tickets. “The surge in F&B spends and overall engagement reflects that people aren’t just coming for the movie—they’re coming for the full theatrical experience,” said PVR Inox CEO – revenue & operations Gautam Dutta. “It’s not a trend. It’s a cultural revival.”

    For Cinépolis India, it’s about trust, habit, and nostalgia. MD Devang Sampat remarked, “When a student spends Rs 99 and walks out smiling, it becomes more than a transaction; it is an emotional reconnection.”

    Still, not all is sunshine and samosas.

    Rahul Puri of Mukta Arts highlighted the structural issues around distribution and pricing. “The Rs 99 revolution is positive but also proves value has to be in sync with expectations—and that isn’t just about ticket prices.”

    So, as theatres gear up for another adrenaline-charged Tuesday, one thing is clear: the big screen isn’t going anywhere. And this time, it’s got the audience to prove it.

  • Dream 11’s IPL technology challenge

    Dream 11’s IPL technology challenge

    MUMBAI: IPL 2025  Day One. The much hyped and awaited opener between RCB and KKR is about to begin. The Dream Sports War Room – as the tech hub has been labelled – is a hustle-bustle of activity. Energy levels are high, there’s tension in the air amongst all the engineers and product managers who have stationed themselves in the office for the cracker of a match that’s about to go on air. 

    Viewer engagement expectations on the Dream 11 app  are higher than ever following the merger of JioCinema and Disney Hotstar into this behemoth streamer called JioHotstar with a subscription base of 60 million.
    Even before the first ball has been bowled fantasy players by the millions have started their game play on Dream 11. 

    At the centre of it all is Dream Sports chief technology officer Amit Sharma  – the commander of the nerve centre that keeps millions of cricket fans connected—come traffic surge or system meltdown. Like the captain of a ship sailing through a turbulent sea he retains his calm so that he can steer his charge safely through the storm.  

    “IPL isn’t just a cricket tournament; it’s a digital gladiatorial arena,” Sharma explained on Linkedin. ” We’re all hands on deck, I really mean it. Every team works in tandem to make it bigger and better than the previous season! While the event lasts just for a couple of months, we prepare by making our systems more robust throughout the year. There’s a lot that goes behind stitching the most seamless experience for our users – from coming on the app, selecting a contest to making their dream team and real-time leader boards – it’s truly a journey. On top of our mind is the fact that we’re not just hosting an app; we’re managing a national digital phenomenon that can spike to 700 million requests per minute. “

    And how does the engineering team manage to keep the app in good enough shape  despite the killer load that piles up when the league gathers steam? 

    Before the first ball is bowled, Sharma’s team conducts a “service operational maturity assessment” (SOMA)—a forensic examination of over 100 critical services. Engineers run what can only be described as digital stress tests: benchmarks that would make Silicon Valley veterans break into a sweat. Chaos tests and real-world load simulations are pressured on the system to fine-tune applications and infrastructure.

    “We’re not just testing; we’re essentially performing open-heart surgery on our digital infrastructure,” he quips. Some systems receive targeted upgrades, while others undergo complete architectural metamorphosis.

    A key tool that streamlines the massive inflow of online players is “Scaler”, Dream Sports’ in-house traffic 
    management marvel. This system doesn’t just respond to traffic—it anticipates it. Predictive models allocate resources before traffic spikes can even think about overwhelming the system.

    The war room’s crown jewels? Two razor-sharp monitoring systems:

    1. Watch Commander (WACO): A real-time performance sentinel that catches anomalies faster than a fielder’s lightning-quick catch.

    2. Pulse: A user interaction tracker that identifies potential glitches before they can say “out.”

    Behind every algorithmic prediction and system upgrade is a team of engineers who treat digital resilience like a cricket strategy—meticulously planned, ruthlessly executed. Dream Sports’ incident management system stands ready, a digital emergency response unit primed to tackle any unforeseen technological yorkers.
    Each IPL season is more than a sporting event—it’s a technological crucible where Dream Sports redefines the boundaries of digital scalability, says Sharma. “It  challenges us to rethink and refine how we approach scale, speed and reliability,” he adds. 

    Back to Dream Sports War Room and to the opening match of the IPL. All that is needed to take RCB to their first victory in the 2025 edition is a thump to the boundary, which Livingstone does when he wacks the Johnson delivery past mid-on to the ropes  to the dismay of those in the Eden Gardens stadium. 

    In the war-room, Sharma leans back and heaves a sigh of relief. The match saw the Dream 11  app getting a peak concurrency of 16.5 crore users. And it held up strong, without any glitches to the delight of all the engineers who were on standby. Another battle won. Till the next one.

  • Virgin Music & Hungama partner to expand global music distribution

    Virgin Music & Hungama partner to expand global music distribution

    Mumbai: The global independent music, Virgin Music Group has joined forces with Hungama Digital Media, South Asia’s digital entertainment giant, in a groundbreaking alliance. This strategic partnership will amplify Hungama’s diverse music catalogue, featuring SVF, Grassroute, OTV, and iconic film soundtracks, to a worldwide audience through Virgin Music Group’s unparalleled distribution network.

    As per the press release, Virgin Music Group will tap Hungama’s substantial user base and regional expertise, deepen its presence in India’s regional music scene, and offer both companies a unique opportunity to leverage their strengths and deliver exceptional experiences to music fans worldwide.

    Virgin Music Group country manager of India Amit Sharma said, “We are immensely proud to announce this important partnership with Hungama. This collaboration will expand our reach in India and enable their songs to reach new global audiences, supporting our commitment to artist empowerment and innovation. Through this venture, we aim to bring a diverse range of music to new audiences, while Hungama’s expansive network will enable us to unlock incredible new opportunities for our artists.”

    Hungama Digital Media Entertainment CEO Siddhartha Roy said, “Our partnership with Virgin Music Group marks a significant milestone in taking Indian regional music to global audiences. By tapping into Virgin’s extensive network, we’re providing our artists and labels with unparalleled exposure, helping them reach new markets and unlock fresh growth opportunities. It’s an exciting time for Indian music, and we’re proud to lead this global expansion.”

    The collaboration between Virgin Music Group and Hungama Digital Media brings forth opportunities which would showcase undiscovered music to global audiences as well as the expansion of the channels of distribution and enhance the way music is consumed while working towards creating impact for Indian music culture in the global music landscape.

  • Miraj Cinemas chooses Barco as preferred projection partner in India

    Miraj Cinemas chooses Barco as preferred projection partner in India

    Mumbai: Barco, the leader in laser-powered cinema solutions, and Miraj Cinemas, a movie theatre circuit, announced recently a new partnership that will bring Barco’s laser technology to the chain’s theatres across India. The three-year deal makes Barco the preferred provider of visualization solutions for Miraj, covering new sites and theatre upgrades. As part of the agreement, Barco’s award-winning laser projectors will be supplemented by the integration of Barco Alchemy ICMP media servers and an enhanced service agreement. Cinema integration partner Qube Cinema will handle local service and installation.

    Miraj is growing cinema circuits in India, with 223 screens across 68 properties in 50 cities and 16 states. The brand’s focus on luxury and comfort pairs perfectly with the elevated viewing experience delivered by Laser by Barco. Now, Miraj patrons will enjoy bright, high-quality movie presentations onscreen, while relaxing in plush seating and indulging in fresh, made-to-order cuisine. The new deal with Barco will see laser projection installed in both standard and PLF auditoriums at the circuit.

    “We are delighted to announce our partnership with Barco, to elevate our theatres with their state-of-the-art laser projectors. This collaboration represents a significant milestone in our relentless pursuit of delivering the ultimate cinematic experience to our patrons. By integrating Barco’s advanced laser technology and Alchemy ICMP media servers, we are poised to redefine visual excellence across our locations. Our audience can look forward to an immersive, high-quality movie experience that perfectly complements the luxurious comfort for which Miraj Cinemas is known,” said Miraj Entertainment MD Amit Sharma. “Furthermore, at CinemaCon 2024 earlier this year, we have reinforced our commitment to elevate our visual presentation and grow our branded premium format footprint. These collaborations, alongside our work with Barco, underscore our dedication to setting new industry benchmarks and ensuring that our patrons enjoy unparalleled movie viewing.”

    Qube CEO Harsh Rohatgi added, “We are excited to play a role in this partnership between Miraj and Barco. As an organization that is passionate about cinema, we believe in providing the best solutions that help our theatre clients deliver unparalleled visual and auditory experiences. As Barco’s only authorized integrator in India, we advise many of our cinema clients to choose their laser projectors for unmatched projection quality. We look forward to continuing our successful partnership with Barco and supporting Miraj in delivering excellent cinematic experiences to audiences.”

    Qube is a trusted cinema partner of Barco and the only authorized integrator for the company in India. The companies have worked together on installs in the region for nearly 15 years.

    “We’re thrilled to expand our relationship with Miraj Cinemas,” said Barco EVP Cinema  Gerwin Damberg “Barco is proud to have a strong presence and dedicated team in India. Together with Qube, we look forward to delivering exceptional cinema experiences for Miraj audiences across the region.”

    The move to this preferred partnership agreement comes as the evolution of a long history between Barco and Miraj beginning nearly a decade ago with the installation of the first Barco laser projectors there in 2019. This deal brings the next generation of Barco laser projection to their theatres, aligning with the elevated cinema experiences Miraj audiences expect.

  • Virgin Music Group extends deal with Play DMF

    Virgin Music Group extends deal with Play DMF

    Mumbai: Virgin Music Group, the world’s leading partner to independent artists, labels and entrepreneurs, announced today that the company has extended its deal with Play DMF, the Mumbai-based company founded by producer/actor/entrepreneur Anshal Garg. The new long-term deal aligns Play DMF and Virgin Music Group globally well into the next decade.

    Play DMF is one of the most successful entertainment companies in India, with a YouTube channel with more than five Million subscribers, recently spawning such hit tracks as “Guli Mata,” “Yimmy Yimmy,” “Heer Ranjha,” “Hum Toh Deewane,” the freshly released ‘Zaalima’ among many others. Play DMF also had major success with “Selfiee,” a Bollywood film soundtrack which drove more than 200 Million streams globally and more than 400 Million views on YouTube.

    “Play DMF is consistently one of our most successful partners in India,” said Virgin Music Group country manager Amit Sharma.  “Working so closely with Anshul and his entire team has been hugely successful for everyone involved and we are honored to extend our partnership with them well into the next decade. We are looking forward to some really exciting international collaborations with PLAY DMF, as we have done before, and this long term deal shows how solid our intent is in this partnership.

    “Partnering with Virgin Music Group aligns perfectly with my vision for Play DMF,” said Anshul Garg. “My aim is to create global music that puts India on the world music map, and with Virgin Music Group, we can achieve this on a much larger scale. Extending this partnership proves the impact we are making in the global music scene, and we promise to continue delivering more chartbusters into the next decade.”

    Flagging off the extended partnership, is a brand new track called Ittefaq, – helmed by new-age composers Oaff and Savera, with Bollywood actor Siddhant Chaturvedi debuting as a singer. The song is set for release on 12 June, and the video, which also features popular actor Wamiqa Gabbi alongside Siddhant, is a slick, glamourous video that has been shot in one-take.

  • Miraj Cinemas launches new premium multiplex in Sanand, Ahmedabad

    Miraj Cinemas launches new premium multiplex in Sanand, Ahmedabad

    Mumbai: Miraj Cinemas, India’s fastest-growing and third-largest national multiplex chain, proudly announces the opening of its latest premium multiplex in the dynamic industrial city of Sanand, Ahmedabad. This newly opened multiplex is prominently located on the third floor of Vardhaman Square, facing the Hajarimata Temple on the Viramgam Highway—an ideal setting that symbolizes Miraj Cinemas’ strategic expansion across the nation. The opening of this multiplex marks a significant enhancement in Miraj Cinemas’ presence in Gujarat, increasing its portfolio to five outstanding properties and 22 screens across the state. This expansion underscores the company’s dedication to providing first-rate entertainment experiences and setting new standards in cinematic luxury and technological advancements.

    The Sanand multiplex has three beautifully crafted screens with a total seating capacity of 374 (screen 1: 125, screen 2: 125 and screen 3: 124 seats), offering an exceptional array of upscale amenities. Each auditorium is outfitted with the latest projection technology and crystal-clear sound systems, creating an immersive, unforgettable film viewing experience. The seating arrangements include only plush sofa seats, state-of-the-art recliners, and lavish loungers designed to ensure optimal viewing comfort. Additionally, the multiplex features unique culinary offerings at the exclusive Pop Corner and live counter Chef’s Corner, where guests can savour gourmet cuisine and artisanal snacks prepared by inhouse team of chefs—redefining the luxury cinema experience.

    Miraj Entertainment Ltd MD Amit Sharma said, “We are delighted to open our new multiplex in Sanand, which is not only a reflection of our commitment to providing an unmatched cinema experience but also signifies our strong belief in the potential of Gujarat as a critical market for quality entertainment. It has been conceived and crafted with the discerning tastes of our patrons, who seek more than just a movie viewing; they seek an unforgettable experience. Our commitment to providing an unmatched cinematic journey is stronger than ever as we continue our expansion.”

    We warmly invite you to experience the ultimate luxury and entertainment at the new Miraj Cinemas multiplex in Sanand, where every visit is more than just a movie—it’s a gateway to a world of opulence and excitement.

    Miraj Cinemas is renowned for its superior service and innovative entertainment solutions. Now operating 66 properties with 208 screens in 46 cities across 16 states, the company is steadily progressing towards reaching 300 screens by FY25. The new Sanand multiplex, located in one of Western India’s major industrial hubs, is a crucial part of Miraj’s ongoing national expansion plans, which include upcoming cinemas in major cities like Mumbai, Delhi NCR, Chennai, Patiala, Ludhiana, Indore, Alwar, Agra, and Jamshedpur, and more.

  • Madan Bahal, Prateek Bhardwaj, and Amit Sharma appointed as Jury Chairs for Abby Awards 2024 powered by One Show

    Madan Bahal, Prateek Bhardwaj, and Amit Sharma appointed as Jury Chairs for Abby Awards 2024 powered by One Show

    Mumbai: Madan Bahal, Co-Founder and Managing Director of Adfactors PR, Prateek Bhardwaj, Chief Creative Officer and Head of Creative (India) at Lowe Lintas and Amit Sharma, Founder Director of Chrome Pictures join as jury chairs for Public Relations category, Direct category and Video Craft category respectively, at The Abby Awards 2024 powered by One Show.

    Madan Bahal, Co-Founder and Managing Director of Adfactors PR, has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Public Relations category.

    Adfactors is India’s largest and most recognised public relations firm. Founded in 1997, Adfactors PR is also the youngest and the only independent firm in its peer group in India.

    Over the last 25 years, Madan has had the privilege to serve as a lead communication counsel in many of the milestone events of Corporate India, including fundraises, M&As, disputes, litigations, issues, and crises. The firm currently serves over 500 retained clients, including many of India’s leading conglomerates, corporations, unicorns, financial institutions, and NGOs.

    In 2022, the Arthur W. Page Society inducted Mr Bahal into its Hall of Fame. Some of the prominent recognitions that he has received so far include: International Communications Consultancy Organization’s (ICCO) Hall Of Fame (November 2017), PRovoke’s Individual outstanding achievement in Asia-Pac (September 2013), Communicator of the Decade by the Public Relations Council of India (PRCI), and the Life Time Achievement Award by the Public Relations Society of India (PRSI).

    In October 2020, PRovoke recognised his firm as one of the seven global agencies of the decade.

    A vocal advocate of continuous learning and development for PR practitioners, Madan is regarded for providing leadership in the Indian PR industry during major adverse events such as the global financial meltdown during 2008 and the two years of the Covid-19 pandemic.

    Prateek Bhardwaj,Chief Creative Officer and Head of Creative (India) at Lowe Lintas has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Direct Category.

    With over 20 years in the business, Prateek has earned a slew of prestigious awards including the Grand Prix at Cannes Lions and Jay Chiat Awards, and the coveted Black Pencil at D&AD.

    Prateek is ranked India’s No.1 most awarded creative for 2018, according to various sources, including CampaignBrief Asia.  Prateek was the Creative Director behind the much acclaimed recent work on Nescafé (stammering comedian and RJ Rishi), Ministry of Public Health, Afghanistan (Immunity Charm), and Incredible India.

    His other notable work includes long-running campaigns for Dettol and PayTM and the still-famous launches of Sprite (Bujhaye only pyaas), Kinley, and Chlor-mint.

    Prateek has also been a creative entrepreneur and founded Eleven Brandworks in 2008.

    Amit Sharma, Founder Director of Chrome Pictures, has been appointed Jury Chair in Abby Awards 2024 powered by One Show in the Video Craft category.

    Amit is a leading ditrctor of ad films and now feature films. Some of his groundbreaking TVCs are Pooja Didi – Facebook, Dove #StopTheBeautyTest, Lifebuoy – Help A Child Reach Five, Silent National Anthem, Google Reunion and many more.

    Amit has bagged several prestigious awards including Cannes Lions, D&AD, Spikes Asia, Adfest, London International Awards, Abby among others.

    Amit’s style of filmmaking has always revolved around topics that question the society at large and challenges its norms. For instance, his National award winning feature film, Badhaai Ho (directed and produced under his banner Chrome Pictures), addresses the issues that a middle aged couple, with two grown sons, face when they get pregnant at the age of 51.

    His latest film “Maidaan”, a biopic starring Ajay Devgn on the Indian football coach Syed Abdul Rahim has done well at the box office.

    With a focus on choosing subjects which are path breaking and unconventional, Amit believes in telling stories which are relatable, relevant and thought provoking.

  • Mother Dairy celebrates ‘Maa Jaisi Mamta’ in latest campaign

    Mother Dairy celebrates ‘Maa Jaisi Mamta’ in latest campaign

    Mumbai: Celebrating the universal values of love, care, emotion and compassion embodied by mothers, India’s leading dairy brand Mother Dairy is all set to roll out its brand anthem and campaign in its latest communication headlined under “Mamta Jaisi Shudh, Maa Jaisi Mamta” Mother Dairy, Maa Jaisi.

    Penned by eminent poet Gulzar, the anthem beautifully describes the virtues of a mother which all of us inherit and exemplify in varied situations and circumstances. These virtues represent not just the emotions but also showcase that there is a mother in all of us.

    The campaign narrative explores instances where maternal virtues are demonstrated outside traditional mother-child relationships. These relationships within families, friends, colleagues and even with the unknowns supporting each other showcases the myriad ways in which these values enrich lives and strengthen bonds.

    “In a world where compassion and empathy are more vital than ever, Mother Dairy recognizes the enduring significance of maternal values,” said  Mother Dairy MD Manish Bandlish. “As we commemorate our 50 years of establishment, our new campaign aims to celebrate these values and inspire individuals to embrace them in their daily lives, fostering stronger connections and a sense of community.” He further added, “At Mother Dairy, we believe in infusing every aspect of our work with the same love and care that a mother provides by ensuring quality ingredients to craft delightful products, our commitment to excellence is rooted in these timeless values and remains steadfast.”

    Campaign thought

    A mother often exudes the purest of virtues. But the values of a mother can also be seen in people other than her. Sometimes you can see it in the way an elder brother looks after the young ones. It is in the care a colleague shows towards his teammates. Or even in the concern a teenager shows towards elderly. It is these values of a mother that Mother Dairy endorses. It is the same love and concern that goes into making each of our products.

    The execution

    The film begins with a scene set in an office cafeteria, where two colleagues are prepping up for a meal. Just as they’re about to begin, one of them receives an urgent call from their manager. Hastily leaving his meal behind, he rushes off to attend the meeting. However, his thoughtful colleague insists he takes a roll of a Chapati with Paneer along. In another scene, two senior citizens share a fond moment. One of them, being fed by a nurse, seems disinterested in the meal. The other encourages and motivates him to have the food if he wants to satiate his desire for Mother Dairy’s Mishti Doi.

    Similar scenarios unfold throughout the film, involving a couple, a group of friends, a child and a fellow passenger, and two students getting ready for school in their hostel room all sharing a moment while relishing a Mother Dairy product. Each situation highlights and narrates a stanza on maternal virtue aptly embraced by a captivating background score, ultimately leading to a frame featuring brand’s product window.

    Commenting on the campaign, Ogilvy-North chief creative officer Ritu Sharda added, “Every now and then we come across people who take care of us just like a ‘Mother’ would do. They are Maa Jaisi to us. The same is true for Mother Dairy products. They are made with the same love, nurturing, and purity. Qualities taught by mothers. This inspired us to weave this new story for Mother Dairy, an ode to all those who are Maa Jaisi. With ‘Mother’ in our name, this is a beautiful natural fit with everything we stand for.”

  • Miraj Cinemas lights up Kozhikode with spectacular three-screen multiplex

    Miraj Cinemas lights up Kozhikode with spectacular three-screen multiplex

    Mumbai: Miraj Cinemas, India’s fastest-growing and third-largest national multiplex chain, is thrilled to unveil its latest cinematic masterpiece in the culturally rich city of Kozhikode, Kerala, also known as Calicut. Renowned for its stunning beaches, verdant parks, ancient temples, majestic churches, and diverse wildlife, Kozhikode is a beacon of culture and commerce in the state. This landmark opening marks Miraj Cinemas’ debut in the vibrant state, enriching the local community with unparalleled entertainment offerings. Located on the bustling Mavoor Road, within the newly developed Blue Diamond Mall, opposite the Mofussil Bus Stand, the newly inaugurated multiplex proudly sits on the third floor, poised to deliver an unforgettable cinematic journey to movie enthusiasts. Once hailed as the Blue Diamond Theatre, this iconic venue has undergone a remarkable transformation to house Miraj Cinemas’ cutting-edge facilities, setting a new standard for cinematic excellence in the region.

    Miraj Cinemas Kozhikode boasts three meticulously designed screens, offering a total seating capacity of 489, ensuring ample space for movie buffs to indulge in their favourite films. Across these screens, the Blue Diamond Mall multiplex caters to diverse preferences, accommodating 131 patrons in Screen 1, 166 in Screen 2 (including 12 recliners), and 192 in Screen 3. From traditional seats to luxurious recliners, the seating arrangements cater to various preferences, providing unparalleled comfort throughout the screening.

    Each auditorium has state-of-the-art technology, featuring Dolby 7.1 sound systems and 2K projection for crystal-clear visuals and immersive audio. Additionally, moviegoers can experience the ultimate cinematic journey with Triple Beam 3D Technology, bringing their favourite films to life like never before.

    On this occasion, Miraj Entertainment Ltd MD Amit Sharma said, “We are delighted to introduce Miraj Cinemas to Kozhikode, marking our debut in Kerala. The inauguration of our first property in the state marks a momentous milestone for us, underscoring our steadfast commitment to providing top-notch entertainment to our valued patrons in this region. With over 50 screens currently in the fit-out stage, we eagerly anticipate the grand unveiling of new cinemas in Delhi NCR, Chennai, Patiala, Ludhiana, Indore, Alwar, Agra, Jamshedpur, and beyond. This launch underscores our commitment to expanding the company’s presence across India, with plans to introduce more properties in the southern region soon.”

    Miraj Cinemas COO Bhuvnesh Mendiratta said, “Miraj Cinemas Kozhikode introduces innovative concepts to elevate the movie-watching experience. Featuring The Beanary Cafe and Chef Corner, alongside the Pop Corner and plush recliners, every visit promises an unforgettable experience. At The Beanery Cafe, our patrons enjoy our signature food and beverage offerings, while Chef Corner offers made-to-order dishes using fresh, high-quality ingredients, catering to all palates with local specialities, international flavours, and gluten-free options along with Jain cuisine. Our latest offering, Miraj Cinemas Blue Diamond Mall in Kozhikode, promises to be a beacon of cinematic excellence where movie enthusiasts can immerse themselves in unparalleled entertainment and luxury.”

  • “The three of us principally believe there is no limit of growth, it’s a matter of choice”: Chrome Pictures founders

    “The three of us principally believe there is no limit of growth, it’s a matter of choice”: Chrome Pictures founders

    Mumbai: Cinema has been entertaining and educating the masses through various mediums, including films, TVCs, ad films, TV serials, and web series on OTT platforms. Creating, experimenting and evolving with ‘Lights, Camera and Action’, a production house – Chrome Pictures has come a long way in the world of advertising and filmmaking.

    On 20 January 2024, Chrome Pictures celebrated a remarkable milestone, marking its 20-year anniversary as a prominent force in the realm of visual storytelling. The film production company, founded in 2004 by the dynamic trio of Amit Sharma, Aleya Sen, and Hemant Bhandari has emerged as one of the premier production houses of the country, consistently upholding a legacy of excellence, innovation, and creativity on a global scale.

    Renowned for its diverse portfolio, the company has directed and produced compelling and heartwarming TVCs for an array of leading brands in collavoration with top ad agencies of India. The accolades garnered and awards won at renowned platforms include the Cannes Film Festival, Spikes Asia, Adfest, NYA, D&AD, DPA, amongst others. In the recent times, Chrome Pictures won 33 film awards for their debut feature film ‘Badhaai Ho’ including the prestigious National Award for the “Best Popular Film Providing Wholesome Entertainment”.

    To know more about the production company and its two decade journey, Indian Television caught up with Chrome Pictures founders Amit Sharma, Aleya Sen and Hemant Bhandari.

    Edited Excerpts:

    On the founders of Chrome Pictures coming together to establish the company in 2004

    Amit Sharma, Aleya Sen and Hemant Bhandari started Chrome Pictures at the young age of 24. Amit and Hemant are childhood friends, while Aleya and Amit met on sets of Pradeep Sarkar. It was their dream to start a production house together.

    On some memorable moments along with the challenges that Chrome Pictures faced during its 20-year journey in the industry

    20 years is a long time and we’ve faced multiple challenges along the way. But we’ve always seen every challenge as an opportunity to get better at our game.

    One of our biggest challenges was our first breakthrough. The first year we only got 10-15 sec ads. We made Hanes commercials with our own money. It won many national and International awards. That’s when we got our first recognition in the advertising industry. Making our own place in Bollywood, with landmark films like Badhaai Ho and recently Trial Period is equally challenging. Covid was another time of challenge for all production houses. We were one of the first to start online shoots, with a zeal to reinvent ourselves. We are a company of 70 and everyone was retained. We landed, bagging 46 awards, including Cannes Lions Awards for Dove #StopTheBeautyTest and the Facebook Pooja Didi Ad, shot during COVID.

    On Chrome Pictures distinguishing itself in terms of its creative and innovative approach within both the cinema and advertising industries

    We love exploring and experimenting with new talent, technology, genre, formats etc. It’s safe to say that the creative aspect of films – be it ad or feature, triumphs everything else for us. We believe that storytelling is not limited to any format and, hence, from Chrome’s very inception, we’ve looked forward to every project with equal amount of excitement. Long format was a natural progression. We like to stay updated with the ever growing and changing market.

    On the genres or thematic areas that Chrome Pictures is looking to delve into as it further establishes itself in the Bollywood film industry

    We are unified by our diversity. We’ve never restricted ourselves to specific genres while making feature films. We treat content as our hero. Selection of a particular script is an individual director’s choice. Like, I might go from exploring romance in one project to drama in the next. Similarly, Amit might go from doing a sports biography, Maidaan, to a thriller. However our forte is emotional and realistic storytelling.

    On whether AI is having any discernible impact on Chrome Pictures’ production process and if so, is the company integrating artificial intelligence into its creative workflows

    Evolution is constant. Just about 12 years back, Fuji and Kodak Stock suddenly switched to digital cameras. From Beta tapes, we switched to drives and then cloud. So AI is inevitable. At Chrome, we strive to stay flexible and relevant to changing times. It’s important to upgrade oneself in an industry that welcomes new technology readily. Having said that, AI will certainly have an adverse impact in terms of replacing manual work to digitised ones.

    On the company’s future plans & aspirations

    In the last 20 years, we have explored our strengths in more than one way. Currently with eight young and talented in-house directors, six producers and an experienced production and post team, we intend on producing more feature films, OTT films and web series.

    Our advertising team is well-established and we encourage new talents. We have a digital wing, Minikin DG Works. We have a well-equipped post-production studio setup called “Planet Chrome”. Last year we launched our content lab called “Crimsen Tales”.

    The three of us principally believe there is no limit of growth, it’s a matter of choice.