MUMBAI: NY Cinemas, a venture by Ajay Devgn, plans to launch a 100 new multiplex theatres across India in the next one year, and has entrusted Mumbai-based creative agency Colour Craft Studio (CCS) with creating a brand and cinema styling strategy that will give Indian audiences a never-seen-before cinema experience.

NY Cinemas - CEO, Rajeev Sharma said: “This will be the first cinema chain in the world owned and promoted by a mega movie star, and who better to do it than Ajay Devgn, who is not only respected across every strata of Indian society, but who also has a genuine love for cinema and the process of making films. Ajay expressed his desire to bring audiences closer to the film-making experience through this venture, especially in smaller towns which are often left out by mainstream cinema chains. We wanted a creative agency who could do justice to his vision and brand value.”

CCS Co-founder and Creative Director, Ankit Jain spoke about acquiring this prestigious account through a multi-agency pitch. “It is truly a privilege to work with Mr. Ajay Devgn and the team at NY Cinemas to shape a unique movie-going experience that has not been seen in India yet. It is a challenge we cherish and we are confident that we will be able to translate Mr. Devgn’s love for cinema and his larger-than-life personality to a blockbuster cinema experience.” 

CCS is a creative agency in Mumbai that provides its clients with 360 degree strategy + design solutions. They will be providing NY Cinemas with brand consulting and design, interior styling and marketing strategy for their cinemas.