A new wave of cinema marketing has landed. Happydent PVR INOX collaboration turned the Ambience Gurugram property into an activation zone from July 18–24. The move connected directly with the brand’s campaign, Chamka Gum: Chamka Muskaan, Jagmag Jahaan.
The cinema space became interactive. Visitors were welcomed by a kiosk that hosted an AI-powered photobooth. One smile, and the system lit up the portrait, producing a Polaroid with sparkle effects. Young cinemagoers rushed in for a chance to win exclusive rewards.
Inside, the spectacle continued. A large silhouette installation was placed near the projector window, casting radiant beams across the screen. It was the first time a chewing gum brand attempted such a cinema advertising feature of merging light and storytelling inside the theatre hall.
Perfetti Van Melle’s category head, Saurabh Nath, called it a natural extension of Happydent’s creative ethos. “Happydent PVR INOX activation shows how a smile can be more than an ad symbol. It’s an experience,” he said. Gautam Dutta, CEO of PVR INOX, added that brand experience in theatres is evolving rapidly, and this example proves how immersive formats build stronger recall.
The collaboration didn’t just end in visuals. A Petromax beam highlighted the trash zone in the lobby, nudging visitors to keep the venue clean. Happydent PVR INOX marks a new era of cinema-linked activations where consumer engagement is live, participatory, and charged with creativity.
