Miraj Cinemas Illuminated in Honor of India’s 75th Anniversary
Indians across the globe enthusiastically celebrated Independence Day on August 15th by hoisting the tricolor and singing the national anthem and patriotic songs. India’s fastest-growing multiplex chain, Miraj Cinemas, uniquely celebrated the 75th anniversary of India’s Independence. In a series of #FreedomFrom initiatives to celebrate the freedom one enjoys now, Miraj Cinema organized grand flash mobs to the ‘Har Ghar Tiranga’ anthem with talented local dancers dressed in traditional Indian garb. Cinema complexes were illuminated in tricolor lights to mark the celebration.
“We illuminated the cinema complexes entirely in tricolor and hosted flash mobs. We also offered free tickets to empower our senior patrons (75 years young and above) who have seen the real struggle for freedom and witnessed the tremendous growth of independent India over these years as a part of our Independence Day celebration to honor our country.” – Amit Sharma
Mr. Amit Sharma, MD, Miraj Entertainment Pvt. Ltd., said, “This year is definitely one to remember. Not only are we celebrating independent India’s 75th anniversary, but we’ve almost recovered from the pandemic completely. We are all set to add 75 new screens this year. We are celebrating freedom from the anxiety of the unknown. Freedom from the sense of economic uncertainty. Life is gaining momentum again in general, and we are thankful for that. All across the country, we hoisted the national flag at all our offices, outlets, and homes in individual capacities and paid tribute to the martyrs who fought for our freedom. The Indian national flag is a powerful symbol of our pride and hope as a nation. We celebrated Independence Day with even more purpose and passion this year. We illuminated the cinema complexes entirely in tricolor and hosted flash mobs. We also offered free tickets to empower our senior patrons (75 years young and above) who have seen the real struggle for freedom and witnessed the tremendous growth of independent India over these years as a part of our Independence Day celebration to honor our country. We are extremely happy that we could bring smiles to a few more faces across the country.”
As part of the Har Ghar Tiranga celebrations, the company’s employees and its larger eco-system of thousands of individuals, such as patrons, vendors, and partners across the country, changed their display pictures across the social media platforms to tricolors for the whole Independence Day week. Miraj also offered free movie tickets to all shows from morning to late night on Independence Day to the elderly patrons along with three other companions, friends, or family members to celebrate the Azadi Ka Amrit Mahotsav. Miraj Cinemas also changed all cinema slides to tricolor with public interest messages across its entire network to support #FreedomFrom messaging, i.e., Freedom From Noise, Freedom From Unhealthy Lifestyle, Freedom From Hunger, to name a few. It also changed the cafe menus, poster boxes and film schedule LCD screens to the tricolor. Many property-level activations were also held across the country to honor and celebrate the contributions of India’s freedom fighters. Azadi Ka Amrit Mahotsav danglers and life-size cut-out standees were displayed all over.
With Mr. Sharma’s able leadership, Miraj Cinemas is celebrating ten years of success this year. In addition to its national expansion plans, Miraj has kept up with technological advances that benefit moviegoers in tier two and three cities and their counterparts in major metro cities. Miraj Cinemas has become India’s fifth-largest multiplex operator, with 162 screens at 55 locations across 14 states and 38 cities. The company plans to expand to 200 plus screens by FY 2023. It also plans to create a benchmark for launching 70-75 screens yearly.