Dettol & PVR Cinemas Come Together to Enable ‘Safe and Hygienic’ Movie Viewing Experience

Dettol, the leading germ protection brand, today announced its partnership with PVR Cinemas, India’s largest and the most premium film exhibitor. The partnership will help create a safe, hygienic, and enjoyable movie viewing experience for its customers once the cinemas can open in accordance with government guidelines and permissions. Adhering to the ‘new normal’, the partnership program will enable & develop enhanced cleaning and sanitizing protocols for the guests across 175 properties operating in 70 cities across the country.

Research by Global monitor indicates that consumers have heightened hygiene concerns when venturing outside the comfort of their house, and trust in cleanliness standards will be critical to restarting any business operations. Therefore, it has become highly critical for industries to implement an effective system to ensure standardized hygiene practices to protect oneself and others from this pandemic.

Commenting on the partnership, Pankaj Duhan, Chief Marketing Officer, RB Health South Asia, said, “Even as the lockdown conditions get progressively eased, the Indian consumers concern on germs exposure and desire for protective measures remains very high. As India’s #1 trusted brand for germ protection, Dettol is pleased to partner with PVR for a safe return of the Indian families to a cutting-edge cinema viewing experience.  Our aim is to partner meaningfully together with PVR to provide best in class Dettol germ protection – proven Dettol products to be used in expert vetted protocols so that the consumer is reassured and confident of a safe and hygienic viewing experience.”

Commenting on the partnership, Mr. Gautam Dutta, CEO, PVR Cinemas said, “We have spent the last few months brainstorming amongst ourselves and with the world leaders in our industry to come up with best and safest practices for our customers to return to the movies. Having left no stone unturned in ensuring their well-being across all levels, we are pleased to partner with Dettol to guarantee an even cleaner and safer viewing experience. We are positive that the people would enlist the same trust in us as they have in the past decades of our relationship with them.” 

PVR Cinemas will implement stringent hygiene protocols, social distancing and food safety measures, along with minimal human contact across all touchpoints.  All employees will be undergoing health screening daily and fortnightly; and will be wearing PPE gear, face masks, gloves and face shields for extra protection. Further, the entire premises undergo an EPA approved complete ULV sanitization process at regular intervals which helps in coating the surface with anti-microbial layers with electrostatic machines for up to thirty days.

Over 80 years, Dettol has been the trusted partner of health, for millions of mothers across the country, to protect their family by preventing illnesses and infections. In the ongoing battle to contain the spread of COVID-19, Dettol has been instrumental in driving behavior change and the adoption of recommended hygiene practice across India. As a hygiene leader and No. 1 germ protection brand, Dettol continues to drive the organizational purpose and fight in action- to protect, heal, and nurture in the relentless pursuit of a cleaner, healthier world.

Inspiring Film Shot in Inspiring Circumstances for Mamaearth Post Lockdown in June 2020

On the 12th and 13th of June, Mamaearth completed its first marketing campaign shoot post the COVID-19 lockdown. One of the very few proper campaign shoots that have managed to take place since the lockdown, this shoot is a great example of how we are slowly coming back to normalcy, albeit with precautions. 

With the end of the lockdown, a new phase in the COVID-19 pandemic is upon us. The virus still lurks but restaurants and malls are reopening with safety precautions in place, people are venturing out of their homes with masks and hand sanitizers. This new phase has brought a sense of optimism in people and businesses alike. While businesses are opening up in different ways and in differing speeds, brands like Mamaearth are showing us the way forward in what will be the new normal for the marketing and advertising industry. 

With the launch of their new “Goodness Inside” campaign, Mamaearth has set an example of how brands can navigate this difficult environment and still produce purposeful content for their consumers. As soon as the lockdown ended, they went ahead with the shooting of the “Goodness Inside” film. Conceptualised by Korra Worldwide and shot by Flying Boots Production by Nitesh Gulaniya, the shoot was completed over a period of 2 days with a 40-member crew and multiple actors including a dog and a baby! The film has become an exemplary instance of how a full-fledged production can take place while complying with the Government regulations completely. 

Since its inception in 2016, Mamaearth has stood by the promise of honesty and goodness in everything they do. Through this campaign, they want to extend the thought of “goodness is a choice” and “goodness inside” to its millennial consumers. It is a digital and social media led campaign with the key message that goodness isn’t a superpower or a special gift. It is simply a choice that you make every day, just like the choices Mamaearth has made. Mamaearth products are made from the best of nature, and have no toxins, no harmful chemicals, no animal testing, no plastic impact.

The main video of 1-minute shows multiple situations where people can make good choices in their daily lives to make the world a little better. And with each little choice, we head towards a much better future. This video will be followed up by multiple smaller edits focusing on one situation and one category of products from the brand.

While there were certain challenges in terms of limited number of crew members and the requirement of a much bigger shoot space, that did not deter Mamaearth and the production house from shooting this inspirational film. All necessary precautions were taken to ensure the safety of those involved in the shooting. This included checking the travel history of everyone who entered the set and the use of PPE kits, gloves and masks. All the equipment was sanitized before it was brought to the set. The production house had employed 3 spot boys only for the job of sanitizing everything on the set after every 15-20 minutes! The crew members were requested to bring food from home and use their own cars or cabs that belonged to the production house and were sanitized every day. There was a doctor and an ambulance available on the location for any emergency medical assistance.

The launch of this film has proved that the current crisis is not a limitation but a new opportunity to work more efficiently. To pull out a film in a situation like this is as inspiring as the film itself! 

Link of the film shot- 

Youtube- https://www.youtube.com/watch?v=YROZybuYGUE

Instagram-https://www.instagram.com/p/CCcma_nB2fD/?igshid=1e1mvpn6zxaoo

Facebook-https://www.facebook.com/Mamaearthindia/videos/305801094159086/

Does use of Facebook kill productivity?

Companies effectively lose an average of 1.5 percent of total office productivity when employees access social networking sites like Facebook during work hours, a study has revealed.

The study by Boston IT advisory firm, Nucleus Research shows that nearly half of office employees access social networking sites such as Facebook during work. Moreover, one in every 33 workers built their entire Facebook profile during work. Nucleus interviewed 237 randomly selected office workers about their use of Facebook for the report.

It has been found that nearly 77 percent of workers have a Facebook account. The average worker uses it for 15 minutes a day, and 87 percent of those who access it couldn't define a clear business reason for using it. "Given that 61 percent of employees access Facebook at work, companies can reasonably estimate a cost of 1.5 percent of total employee productivity," the report said. The findings are significant especially since most companies are facing constricting bottom lines due to recession.

Nucleus Research Vice President (research) Rebecca Wettemann said, "If your company is facing tight margins and low profitability, as many are now, then how can you accept any work distractions that drain your overall productivity?"

However since most organizations do not monitor and manage these sites as closely as email, it opens up the potential to violate corporate communication policies. The report concludes that companies should evaluate their Facebook policy and the cost in productivity in allowing access to Facebook, as blocking the site may actually result in a 1.5 percent gain in productivity.

"While it won't make you popular, restricting Facebook can reclaim lost productivity. If your profitability is say two percent, this could be the difference between staying open or closing shop," Wettemann added.

Agencies