Chord Secures creative media mandate for PVR INOX Pictures

PVR INOX Pictures has expanded its collaboration with Chord, a creative agency under the 1702 Digital network, to lead its social media strategy and enhance audience engagement across digital platforms.

The renewed partnership comes as the entertainment industry places increased emphasis on audience-centric content and digital community-building. With Chord now spearheading its creative media strategy, PVR INOX Pictures aims to shift beyond traditional film marketing and focus on creating culturally relevant content and shareable digital moments.

“At PVR INOX Pictures, our vision has always been to create experiences that resonate both inside our theatres and beyond,” said Dharmesh Datta, Vice President, PVR INOX Pictures. “Our renewed association with Chord stems from a shared belief in storytelling that transcends screens and showtimes. Their deep understanding of our audience, culture, and energy makes them an ideal partner for the next chapter of our digital journey.”

Chord will lead content development using a community-first approach informed by digital trends and audience insights. The agency has previously collaborated with PVR INOX Pictures on several digital campaigns and will now support the brand’s broader goal of fostering cinema-focused communities online.

“PVR INOX Pictures is more than a brand, it's a living, breathing part of India’s cultural fabric,” said Shivangi Shekhar, Founding Partner and Chief of Strategy & Creative at Chord. “At Chord, we don’t just manage platforms, we architect digital ecosystems that adapt, respond, and scale. With PVR INOX Pictures, we’ve aligned on a vision to build agile content strategies rooted in culture, powered by community, and designed for real-time impact. This isn’t just marketing; it’s a movement of meaningfully engaged cinema lovers across every screen they touch.”