PVR Launches “Audit-Air-Ium” in Association with Nirvana Being

PVR Ltd. became country’s first entertainment company to revamp and retrofit central air purification systems powered by Nirvana Being to combat indoor air pollution. Driven by the environmental situation and consumer demand to live smart and breathe fresh, PVR inaugurated its first of many “Audit-Air-Ium” theatres at the Directors’ Cut, Ambience Mall, Vasant Kunj.

Focusing on metro cities with worst air quality in the world as per WHO; PVR ‘Audit-Air-Iums’ will be installed across Delhi – NCR, Mumbai, Bengaluru, and Hyderabad encompassing mainstream screens, Gold class, and playhouse cinemas.

Addressing the gathering, Sanjeev Kumar Bijli, Joint Managing Director, PVR Ltd., said,“In the recent years, the air quality in India has deteriorated considerably. In times like today where air filters and purifiers are no more a luxury, but a basic living necessity, we at PVR are striving to address this growing cause of concern. We have developed this model in association with Nirvana Being by retrofitting our properties with air purification technology to create a cleaner environment for a refreshing cinematic experience.”

Commenting on the occasion, Jai Dhar Gupta, Founder of Nirvana Being, said “By partnering with PVR, we aim to create a holistically safe and healthy environment for families to enjoy cinema with complete peace of mind.It is an established fact that Delhi has hazardous ambient air -  combine that with the fact that indoor air is 5-10 times more polluted(than outdoor air) due to other pollutants as well as allergens – we think this initiative is simply “Responsible Business”. Nirvana Being is a market leader in Indoor Air Quality(IAQ) compliance and PVR Ltd., India’s largest cinema chain intends to establish a new benchmark in the multiplex industry through this collaboration.”