On the auspicious occasion of Maha Navami, Bollywood power couple Ajay Devgn and Kajol marked the beginning of a new cinematic chapter with the grand launch of Devgn Cinex, the rebranded identity of NY Cinemas. The unveiling took place amidst the festive atmosphere of the North Bombay Sarbojanin Durga Puja celebrations at SNDT Women’s College Grounds, Juhu — one of Mumbai’s most iconic cultural hubs.
This launch wasn’t just a brand reveal; it was a celebration of India’s evolving movie-watching experience. The event brought together the city’s cultural and film fraternity, symbolizing the union of tradition and innovation — values both Ajay Devgn and Kajol have long embodied.
Key Highlights of the Launch
- Event: Launch of Devgn Cinex during Durga Puja celebrations in Mumbai
- Occasion: Maha Navami at North Bombay Sarbojanin Durga Puja, Juhu
- Formerly Known As: NY Cinemas
- Founders: Ajay Devgn and Vishwa Samudra Group
- Focus Areas: Advanced digital experiences, AI tools, expansion in South India
- Tagline: “Cinema. Reinvented.”
A Star-Studded Launch Amid Durga Puja Festivities
The event began with the Maha Navami puja rituals, followed by the spectacular unveiling of the new Devgn Cinex logo amid lights, music, and applause from the audience. The rebrand represents the evolution of NY Cinemas into a future-ready entertainment brand, in collaboration with the Vishwa Samudra Group.
Together, both entities have pledged to redefine cinema experiences in India through upgraded theatres, AI-powered engagement platforms, and immersive formats that promise to bring audiences closer to the magic of movies.
Speaking about the launch, Ajay Devgn said: “Durga Puja is a celebration of unity, culture, and joy — values that cinema also upholds. With Devgn Cinex, we aim to recreate that same sense of connection through stories that move people. Our goal is to bring state-of-the-art cinematic experiences to every corner of India.”
Vision: “Cinema. Reinvented.”
Devgn Cinex is not just a name change — it’s a vision for the future of Indian entertainment. By combining technology, comfort, and culture, the brand aims to transform traditional theatres into digitally advanced and emotionally engaging spaces.
Shivdutt Das, Group Managing Director of the Vishwa Samudra Group, emphasized the brand’s mission: “Devgn Cinex represents a fusion of innovation and emotion. We want to build spaces where technology meets storytelling — where every seat feels like the best seat in the house.”
Expansion Plans and Technological Innovations
With the rebranding, Devgn Cinex has announced an ambitious expansion plan. The company will roll out premium screens across India, beginning with metros and Tier-1 cities, and a strong focus on South India, where the passion for cinema is unmatched.
Satish Kottakota, CEO of Devgn Cinex (formerly NY Cinemas), added: “We’re building for the next generation of audiences. Devgn Cinex will integrate AI-driven personalization, digital rewards, and seamless web and app-based ticketing to make every visit effortless and engaging.”
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The brand also plans to introduce exclusive premium formats, advanced sound and visual technologies, and customer engagement tools to create a holistic movie-going experience — one that celebrates both local culture and global standards.
Kajol’s Special Presence Adds Emotional Touch
Kajol’s graceful presence at the launch added a heartfelt touch to the event. Dressed elegantly in traditional attire, she participated in the Durga Puja rituals and joined Ajay Devgn in unveiling the new identity. The couple’s shared love for cinema and tradition beautifully reflected in the ceremony, making it both personal and powerful.
Also in attendance was Mrs. Sonam Shivdutt, representing the Vishwa Samudra Group, further highlighting the collaborative spirit behind this cinematic venture.
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About Devgn Cinex
Devgn Cinex (formerly NY Cinemas) is a next-generation cinema brand founded by Ajay Devgn, in partnership with the Vishwa Samudra Group. The brand merges cinematic legacy with cutting-edge digital advancements, from AI-powered customer tools to sleek app interfaces and immersive theatres.
With its guiding motto — “Cinema. Reinvented.” — Devgn Cinex is set to revolutionize India’s movie-watching experience, one screen at a time.