A charming young girl with a beautiful smile, you’ll never fail to notice even in a crowd. But there is much more to this beauty than one can see at a glance. A branding specialist, marketing expert, film producer, and more; while heading the complete marketing function of AMB Cinemas and continuing the legacy of her family business. Studies say that the entrepreneurial spirit and drive of the founder often dissipate by the time it comes to the third generation. While youngsters prefer to host down their ‘own path’, they deny joining family businesses. However, Jhanvi Narang realized the need for her to join his family business and lift AMB Cinemas. Amidst the pandemic and the restrictions laid on theatres, Jhanvi decided to leave a trail in the industry that was struggling for the last two years.

Brief Us On Your Educational And Professional Background.

After completing my BSc in Economics from Symbiosis School of Economics, Pune, I went to England to study MSc Business with Marketing at Warwick Business School, University of Warwick. I believe that my educational learnings have equipped me to become the individual I am today. Moreover, the influence of my family has taught me everything valuable and shaped my approach to work, which is the bedrock and driving force of my journey.

A Business Leader Whom You Admire?

It’s 100 percent my grandfather, (Late) Narayandas Narang ‘gaaru’ (A tycoon in the Tollywood film industry). He set many foundational stones for the industry to come here. Also, my father Suniel Narag, and my uncle Bharat Narang have been an inspiration to me.

Give A Brief Of Amb Cinemas.

AMB Cinemas is the first-of-its-kind luxury arm of the Asian Cinemas. India’s first luxury multiplex was launched in collaboration with Superstar Mr. Mahesh Babu ‘gaaru’. We proudly boast that it is the world’s first theatre launched in partnership with a celebrity superstar.

This flagship is not a regular multiplex but a unique moviewatching experience and high-end hospitality, however, we are competitively priced. We have got seven 3D screens with 1638 seats and up-to-the-date technology of DOLBY ATMOS, laser projection (FIRST in Telangana and Andhra Pradesh), state-of-art Theatre Management System (TMS), and more.

One more distinguishing feature is the M Lounge, designed to offer VIP service with a 5-star experience. Currently, we are the top multiplex in South India.

Tell Us About Your Key Expertise And Learnings Gained So Far.

Although I am more into film marketing, I have been working towards film production too. It's all about financing and packaging a film, which needs a lot of marketing expertise. I have already worked on 4 films, and I have numerous more upcoming under ‘Sree Venkateswara Cinemas LLP (SVCLLP) banner. Honestly, most of my learning comes from my family. All that I remember from my childhood is talking about business, finances, and films.

This apart, I have gained immense quantitative, analytical, and financial skills through my education. On the other hand, the master’s degree in marketing equipped me with practical knowledge to strategize and solve realworld problems in business.

Highlight Some Milestones Achieved So Far.

I’m still working hard towards achieving a lot. However, I have been through just over five years of professional journey, and I have had exposure to the F&B, Finance, and Telugu film industry. Mostly, my experience has been with different marketing capacities from consumer data analysis to R&D of marketing approaches, and more. WHAT WAS

The Major Challenge You Faced At Amb?

The real big challenge was the pandemic. We started AMB in Dec 2018 and soon within a year, everything turned topsy turvy. OTT took over the entire market and people just got comfortable with it. To bring back the audience, we went a step ahead and devised an experiential communication strategy with a video rendition of the entire theatre experience, safety protocols, air filters, hygiene, and more.

What Is The Future Of Marketing In India? Highlight Strategies You Hold As Cmo To Stay Relevant.

Apparently, with the increasing social media penetration, digital communication/marketing is the most preferred and affordable medium. It’s also crucial to tap into Bigdata, Blockchain, NFTS, and Metaverse for our marketing advantage. I strongly believe in the power of experiential and sensory marketing. Other key marketing strategies are knowing the customer, rightly positioning the product, sales promotions, and experimentation.

"Our strategy is not just about being creative but being creative with an impact. It all zeroes down to offering value and making the customer’s journey easy"

A holistic approach that builds credibility & trust along with innovation and experimentation is also important. For example, we will be soon releasing a marvel movie; for which, we are creating an environment that gives the experience of the movie before they watch it. May seem a little unconventional, but these are the ideas that will take you forward.

Highlight The Roles And Responsibilities You Play At Amb Cinemas

The majority of my work is focused on growing the brand. We have moved past the lifecycle points of awareness generation and customer acquisition. In a short span, we were able to achieve the milestone of becoming one of the best multiplexes in South India. Right now, our bigger focus is on customer retention and brand growth. I work towards coming up with new strategies and growth plans to meet the dynamic nature of the industry.

We have to be on top of our trends and stay relevant with the youth by being agile. Time is very critical here! The first three days of a movie decide everything, and it is important to be quick enough to embrace strategies that can not only bring people but also make them come again and again.

Advice To Aspiring Women:

• Don’t let anything limit you! You have to work harder to make it a norm to have women in Boardrooms. Also, don’t let your career limit your life or vice versa, it is twice as a burden when compared to men, but learn to live holistically.

• Age doesn’t matter! You are never too young to achieve something big.

• A win for one woman is a win for all. Grow and lift other women as well.

• Gain the fullest of your education, step out of your comfort zone, and don’t be afraid to fail.

Jhanvi Narang, CMO, AMB Cinemas

Combing her education with the dedication, vitality, and innovation inherited from her grandfather (Narayan Das Narang) and father (Suniel Narang), Jhanvi is now building the future of AMB Cinemas.