New Delhi, August 10, 2026: As families increasingly seek immersive experiences beyond traditional retail and classroom environments, Luxor Crayola is expanding its consumer engagement strategy by partnering with PVR INOX Limited for a special on-ground activation during the release of Marvel Studios’ Spider-Man: Brand New Day and Independence Day weekend. Running from August 4 to August 17, the activation is being hosted at PVR INOX DLF Mall of India, DLF Promenade and DLF Select CITYWALK, creating an engaging space where entertainment meets creativity.
Designed to connect with children and families in a high-footfall entertainment environment, the activation features dedicated Luxor Crayola experience zones outside cinema halls. Young visitors can participate in interactive colouring activities, meet the Luxor Crayola mascot and receive specially curated trial crayon packs, transforming a movie outing into an opportunity for creative expression.
The initiative reflects Luxor Crayola’s vision of taking creativity beyond conventional touchpoints by engaging with children wherever they learn, play and explore. By integrating hands-on creative experiences into one of the country’s most popular family entertainment destinations, the brand aims to inspire imagination while strengthening meaningful connections with consumers.
Commenting on the initiative, Pooja Jain Gupta, Managing Director of Luxor Group said, “At Luxor Crayola, we believe creativity shouldn’t be confined to classrooms or art tables, it should be part of everyday experiences. Cinemas have become important family destinations, making them a natural extension of our consumer engagement strategy. Through our collaboration with PVR INOX, we are creating moments where entertainment and creativity come together, allowing children to imagine, create and express themselves in a fun and memorable way.”
The activation will be hosted daily until August 17, welcoming families across all three participating PVR INOX properties. Visitors can enjoy interactive colouring sessions, engage with the Luxor Crayola mascot and take home specially designed trial packs, extending the creative experience beyond the cinema.
Expected to engage thousands of families during its run, the activation reinforces Luxor Crayola’s broader strategy of building meaningful consumer experiences beyond traditional retail by connecting with children and parents across education, entertainment and family lifestyle platforms. Through such initiatives, the brand continues to strengthen its commitment to nurturing creativity, self-expression and joyful learning among the next generation.
The collaboration is part of Luxor Crayola’s broader strategy to build meaningful consumer experiences beyond traditional retail by engaging children and parents across education, entertainment and family lifestyle platforms. Through such initiatives, the brand continues to strengthen its commitment to nurturing creativity, self-expression and joyful learning among the next generation.
The activation is part of Luxor Crayola’s growing focus on experiential marketing, bringing the brand closer to consumers through immersive, high-engagement environments where families naturally come together.
About Luxor
Luxor has been a pioneer in India’s writing instruments industry for over six decades and today is one of the country’s leading manufacturers of premium writing instruments. With a strong manufacturing base in India and a presence in more than 120 countries through its trademarks and global partnerships, Luxor has built a reputation for quality, innovation and trust. The company has introduced globally renowned brands such as Parker, Waterman, Schneider and Crayola to the Indian market while continuing to strengthen its own portfolio of writing and creative products.
