Fixderma has made a smart marketing move and the timing tells you everything you need to know about how the brand thinks.

The dermatology-backed skincare brand has placed its Shadow Sunscreen video advertisement across more than 225 PVR INOX screens, timed specifically to run alongside the release of Dhurandhar 2 in key metro markets including Delhi NCR, Mumbai, and Kolkata. It's a deliberate, well-calculated decision that reflects a broader shift in how brands are approaching cinema advertising in India.

The conversation around cinema footfalls has been ongoing for a while now. Regular weekday attendance has declined, and brands have been rethinking whether sustained cinema spends make sense. But blockbuster releases tell a completely different story. When a high-impact film hits screens, footfalls spike, attention is high, and audiences are in exactly the kind of engaged, immersive mindset that makes advertising genuinely effective. Fixderma has recognised that window and stepped into it deliberately.

Shaily Mehrotra, Co-Founder of Fixderma, explained the thinking clearly. "While routine footfalls may have declined, blockbuster films such as Dhurandhar 2 bring back the magic of collective viewing, offering brands a powerful opportunity to connect with audiences in an immersive environment. With our Fixderma Shadow Sunscreen film running alongside Dhurandhar 2, we are leveraging this heightened attention to build stronger recall and meaningful engagement. Today, it's not about being present everywhere, but about being present at the right moments."

That last line captures the broader strategic shift well. Cinema advertising is being redefined, not as a medium you maintain continuously, but as a touchpoint you activate strategically around cultural moments that guarantee both footfall and genuine attention. A blockbuster release is exactly that kind of moment.

For a skincare brand running a sunscreen campaign, the timing also has a practical dimension. March is the beginning of peak summer across most of India, when sunscreen conversations are at their most relevant. Pairing that message with a high-attendance cinema moment is the kind of layered thinking that tends to translate into actual recall.

Fixderma's Dhurandhar 2 campaign is a useful example of what strategic cinema advertising looks like when it's done with intention rather than habit.

There are cricket matches, and then there are IPL nights. The kind where every ball feels bigger than it should, where a single boundary can bring an entire room to its feet, and where watching with strangers somehow feels like watching with friends. Bengaluru has always been good at this, and this IPL season, three venues are making it even better.

Here's where to be this season if you want the full experience.

Sector 144, JP Nagar has quietly become one of JP Nagar's most dependable spots for a great evening out, and IPL season gives it an even better reason to be packed. Multiple high-definition screens are placed across the bar so there really is no bad seat in the house, and the à la carte menu has been put together for long, relaxed match nights. Bar bites, flavourful dishes, refreshing cocktails, cold beers between overs: the food and drink work with the rhythm of the game rather than pulling you away from it.

What makes Sector 144 work as a match-night venue is how easy and familiar it feels. It's a neighbourhood bar that draws people in for the cricket and keeps them coming back for everything else. Multi-screen coverage extends beyond IPL to sports in general, which means it stays relevant long after the tournament wraps up.

• Location: 4th Floor, Above Style Union, JP Nagar 7th Phase, Bangalore 560078
• Time: 12:00 PM to 12:30 AM
• Throughout: The IPL season

Tropika Brewing Co., Marathahalli

Tropika takes the match-night experience up a notch with its tropical setting, craft brews, and a cricket-themed menu that someone has clearly had a lot of fun putting together. The venue transforms into a proper viewing arena during IPL, with large screens, warm lighting, and a social energy that makes every wicket feel like a shared celebration.

The food menu deserves a mention of its own. Spinny Spring Roll Veg, Power Play Plum Chilly Baby Corn, Super Over Fried Chicken, Googly Ghee Roast Lamb, All Out Appolo Fish, and Hatrick Habanero Prawns keep the savoury side interesting, while Dot Ball Doughnuts and Catchy Carrot Halwa with Ice Cream are the kind of desserts that reward you for sitting through a tight chase.

• Location: 37/1, Outer Ring Road, Panathur, Marathahalli, Bengaluru 560103
• Reservations: 8901579999
• Time: 12:00 PM to 12:30 AM
• Throughout: The IPL season

Oasis Brewery

Oasis rounds out the Bengaluru IPL screening lineup with its own distinct character. Known for its Mediterranean, Pan-Asian, and Modern Indian offerings alongside quality craft brews, the Whitefield brewery brings a more refined energy to match nights without losing any of the excitement. It's the venue for those who want good food and great drinks alongside their cricket, without compromising on either.

Pick your venue, gather your crew, wear your colours, and settle in. The IPL is long, and Bengaluru is ready for all of it.

Anyone who has rushed through an airport looking for a charger, a snack, or a last-minute essential knows exactly how important a well-stocked, easy-to-navigate convenience store can be. IRHPL is building something around that very need, and its multi-store NeoTravel expansion across Delhi airport is the most visible step yet in that direction.

India Retails and Hospitality Private Limited has rolled out multiple NeoTravel stores across key locations at Delhi airport, covering both departure and arrival areas to serve travellers at every stage of their journey. The expansion is part of IRHPL's broader 360-degree approach to travel retail, combining strategic brand partnerships, design-led store formats, and insight-driven product selection to genuinely improve the airport convenience experience.

The name NeoTravel was chosen deliberately. It combines "Neo," representing new-age thinking and modernity, with "Travel," reflecting the evolving needs of today's passengers. Together, the name captures what IRHPL is trying to build: a new way of doing airport retail in India.

The product range at NeoTravel is curated with the time-pressed traveller in mind. Beverages, books, confectionery, power banks, chargers, and international adapters form the core of the offering, covering the practical gaps that most travellers encounter at airports. Alongside familiar trusted brands, the stores also introduce emerging products that reflect modern lifestyle preferences, including sugar-free, gluten-free, and sustainable options that are being brought into airport retail environments for the first time in many cases.

The store design is a deliberate departure from the cluttered layouts that often define airport convenience retail. NeoTravel follows a clean, minimalist visual language with uniform fixtures and a consistent layout that allows passengers to quickly find what they need without having to slow down. In an environment where time is genuinely limited, that clarity matters more than most retailers acknowledge.

Naresh Sharma, CEO of IRHPL Group of Companies, explained the thinking behind the concept. "NeoTravel brings together food, beverages, and travel essentials in a single, convenient airport retail format. Built on our pillars of health and convenience, the concept responds to modern travellers' demand for healthier options within an international-standard store environment. The brand name itself reflects our commitment to creating a new way of travel retail in India."

Beyond the immediate expansion, IRHPL sees NeoTravel as a scalable concept with long-term potential across airports, travel hubs, and eventually beyond airport environments. As India's aviation sector continues to grow in passenger numbers, the opportunity for well-designed, thoughtfully stocked convenience retail is only going to increase. NeoTravel is being built to grow alongside that demand.