Vadodara is an important regional city in Gujarat, making it a viable location for brands targeting affluent suburban audiences in a non-metro but high-potential market. PVR (or its network through PVR/INOX) has been expanding in Vadodara via mall-based multiplexes in high‐traffic retail/entertainment locations (good for brand exposure beyond just movie-goers). For campaigns, the advantages include: mall dwell time (shopping + dining + cinema), multi‐screen flexibility, and relatively lower cost compared to major metros.