PVR Cinemas and Bhumi Pednekar collaborate for climate change awareness campaign

PVR INOX has joined hands with actor and 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 brand has rolled out six versions of a multi-media consumer campaign, each featuring one initiative undertaken by PVR, with Bhumi Pednekar giving a “call to action” through the  campaign’s handle #YourTurnToAct.

The campaign was unveiled at PVR Plaza, New Delhi by Pednekar and Sanjeev Kumar Bijli, Executive Director, PVR INOX.

PVR will be contributing screen time towards this campaign at its pan India theatres to promote sustainable behaviour among cinegoers.

Sanjeev Kumar Bijli, Executive Director, PVR INOX, said, “We are happy to partner with one of the finest actresses of Indian film industry and climate warrior, 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 decarbonisation 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 (SDGs).”

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 emphasises 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." 

Among various initiatives being undertaken by PVR, one of the recent ones is the introduction of uniforms made from fabric woven out of yarn from recycled PET bottles. In a span of 9 months, PVR has recycled 38,000 PET bottles on account of enabling 1000 of its staff to wear sustainable uniforms made out of  this fabric (65% recycled polyester and 35% cotton).

At an all-India level, 25 cinemas across 20 cities have completely switched to uniforms made from this fabric. Going forward, all mainstream cinema 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 leverage its position to reach out to its extensive audience to make them aware of the problem and inspire them to make behavioural changes by adopting sustainable life choices.

People are being encouraged to use #YourTurnToAct to share how the campaign has inspired them to make sustainable choices.