Traveling Cinema in Maharashtra

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Traveling cinema (jatra) is a big hit in rural Maharashtra. Wheel used well-known actress Alka Kubal Athalye as part of a Marathi film Nata Mama Bhachicha, who traveled along with the jatra, gave out tickets to patrons at the entrance and also interacted with them. Various cinema activations and advertising were executed for Wheel at the venues.

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