PVR Cinemas will promote ‘Defining Moments’ interstitials on cinema screens and on their website. The group will also highlight the contest and interstitials in all their multiplexes by having a special ‘Defining Moments in Cinema’ corner wherein plasma screens and standees will be placed. The on-air capsules will be promoted through their weekly advertisements and fliers. In addition, the multiplex chain will also provide movie tickets and memorabilia to the winners of the SMS contest.

A contest has also been developed wherein viewers can win a trip to Mauritius by participating in a SMS contest on 7827 on significant cinematic moments. This collaboration will be promoted on the channel and also through radio.

The History Channel, India vice president – marketing Rajesh Sheshadri says, “We are excited by the opportunity to take part in such an initiative with PVR Cinemas. This association is apt for us as true to our genre, it highlights moments connected to the past. The History Channel is committed to making history entertaining to the viewers and is proud to be working with the entertainment genre’s strongest brand.”