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Our Bureau

Mumbai , July 11

INITIATIVE has bagged the media duties for PVR Cinemas in Delhi and Khadim's in Kolkata. The two accounts are worth over Rs 10 crore.

PVR Cinemas, a key player in showbiz (exhibition, production, distribution and related areas), operates 39 screens in the country - 28 in Delhi and NCR and 11 in Bangalore.

In its next phase of growth, PVR Cinemas will not only intensify its presence in the existing centres, but will also foray into new centres such as Bombay and Hyderabad.

PVR Cinemas has brought in a whole new paradigm shift to cinema viewing experience through quality seating and screens and audio-visual systems.

Based in Kolkata, footwear retailer Khadim's has more than 200 outlets across the country. Initiative, part of the Lintas Media Group, is the first media specialist company established in the country.

It has not only pioneered the communication channel planning process in India but is also the only agency to have significant AORs (agency of record) in every metro city.

The group's brands include Initiative, the flagship brand; Insight, set up in 2004 especially to face new business challenges and emerging markets; Interactions; and Intellect, a specialist research unit dedicated to homing and conveying knowledge within the group.

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