In a unique sustainability initiative, PVR Inox Limited, has partnered with Bollywood star and passionate climate warrior Bhumi Pednekar, to spread awareness among its patrons about the harmful effects of climate change, inspiring them to make sustainable lifestyle choices to help conserve the environment.
The exhibitor has rolled out six versions of a multi-media consumer campaign, each featuring one initiative undertaken by PVR, with Pednekar giving a call to action through the campaign’s tagline #YourTurnToAct.
Pednekar unveiled the initiative at PVR Plaza, New Delhi with Sanjeev Kumar Bijli, executive director, PVR Inox Limited. PVR will be contributing valuable screen time towards to the campaign at its pan India theatres reaching every part of the country.
Bijli said, “We are happy to partner with one of the finest actresses of Indian film industry and climate warrior, Ms. Bhumi Pednekar for the noble cause of creating awareness around climate change. As a responsible corporate citizen, PVR is committed to making tangible progress towards reducing the ecological footprint by pursuing sustainable activities in its operations, engaging in partnerships that facilitate progress towards decarbonization of our operations.”
He added, “In addition, PVR has decided to leverage its position as the leading cinema company to inspire our audiences to make sustainable choices that will reduce the carbon footprint at an individual level to help achieve the sustainable development goals.”
The company is making conscious choices as part of its business practices to minimizes harmful effects on the environment across its operations.
Pednekar said, “I am thrilled to be a part of a focused sustainability campaign by PVR Cinemas. As leaders in the multiplex exhibition space, their initiatives to reduce power consumption and usage of green measures like sugarcane bagasse containers emphasizes on the need to move towards sustainable living. #YourTurnToAct is progressive and easy to follow. I will always support determined moves to raise awareness around climate change in India and this one touched my heart. There is no Planet B – so the turn to act is now before it’s too late.”