Mumbai, October 2, 2025 – The world of Indian cinema witnessed a historic moment when superstar Ajay Devgn officially unveiled Devgn Cinex, the new identity of NY Cinemas, in partnership with the Vishwa Samudra Group. The announcement, made at the grand North Bombay Sarbojanin Durga Puja celebrations at SNDT Women’s College grounds in Juhu, marked not just a rebrand, but the beginning of a fresh chapter in the way India experiences movies.
The rebranding was strategically timed with the auspicious occasion of Durga Puja, symbolizing new beginnings and cultural rootedness. Against a backdrop of festive chants, lights, and traditional music, the Devgn Cinex logo was revealed to thunderous applause from fans, industry members, and dignitaries present. The choice of venue also carried special weight: the North Bombay Durga Puja, a cultural mainstay since 1948, has long been associated with Mumbai’s creative and film fraternity, making it a perfect stage for this cinematic announcement.
Ajay Devgn’s Vision: Blending Tradition with Technology
Speaking at the launch, Ajay Devgn articulated his vision for the future of cinema under the new brand.
“Durga Puja is a celebration of tradition, togetherness, and shared joy. Cinema, in many ways, reflects the same spirit. It brings people closer through stories. With Devgn Cinex, we want to take this experience to the next level—offering audiences state-of-the-art formats that allow every emotion and every moment of a film to be felt at its fullest.”
For Devgn, who has worn multiple hats as an actor, producer, and entrepreneur, the rebranding is more than just a corporate move. It is a personal mission to create spaces that honor India’s cinematic heritage while embracing the future of storytelling technologies.
The Role of Vishwa Samudra Group
The transformation of NY Cinemas into Devgn Cinex comes in collaboration with the Vishwa Samudra Group, a diversified infrastructure powerhouse with deep expertise in large-scale projects. Shivdutt Das, Executive Director of Vishwa Samudra, described the new identity as a visionary leap:
“Devgn Cinex is not just a new name; it is a movement to reimagine cinema halls as spaces of culture, innovation, and comfort. With our engineering and financial strength, we are committed to scaling this brand nationwide.”
The partnership ensures that Devgn Cinex is not limited to cosmetic branding but will be supported by robust infrastructure development, advanced technologies, and long-term financial backing—making it a formidable player in India’s entertainment sector.
Expansion Plans: From Metros to South India
As part of its ambitious roadmap, Devgn Cinex announced nationwide expansion plans. The company aims to strengthen its presence in metros and tier-1 cities while making significant inroads into South India, a region renowned for its passionate movie-going culture.
Satish Kottakota, Chief Executive Officer of NY Cinemas, explained the growth trajectory:
“With Devgn Cinex, our immediate focus will be on metros and tier-1 cities. The South Indian market, with its unmatched appetite for cinema, is a key part of our strategy. This is only the beginning of a growth story we look forward to sharing with audiences across India.”
The expansion is not limited to increasing screen count but also includes the introduction of premium viewing formats such as IMAX-like auditoriums, Dolby Atmos sound systems, and luxury recliner seating to deliver world-class experiences.
A Digital-First Approach
Another pillar of the new identity is technology integration. Devgn Cinex plans to leverage AI-driven customer engagement tools, seamless app and web platforms, and personalized loyalty programs to create an unmatched movie-going journey.
From AI-powered seat recommendations and cashless snack ordering to exclusive rewards for loyal customers, the brand seeks to combine the thrill of cinema with the convenience of modern digital ecosystems. By building an end-to-end connected platform, Devgn Cinex aims to transform a simple movie ticket purchase into an immersive lifestyle experience.
Heritage Meets Modernity
The choice of the North Bombay Durga Puja as the launchpad was both symbolic and strategic. Since its inception in 1948, this annual festival has been a hub for Mumbai’s film personalities and cultural icons. Holding the rebranding ceremony here gave Devgn Cinex an immediate emotional connect with tradition and community spirit.
The event was further elevated by the presence of actress Kajol, Ajay Devgn’s wife, and Mrs. Sonam Shivdutt, who participated in the celebrations, adding a touch of family warmth and cultural solidarity to the corporate milestone.
Cinema. Reinvented.
With the unveiling, Devgn Cinex steps forward under its bold new tagline: “Cinema. Reinvented.” The promise is to reimagine what a movie hall can be—shifting from being just a screen-and-seats setup to becoming a holistic space of cultural exchange, entertainment, and innovation.
The brand’s strategy is built on three core pillars:
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Cinematic Excellence – Cutting-edge sound and projection technologies for an immersive viewing experience.
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Digital Innovation – AI, mobile-first tools, and seamless customer journeys.
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Cultural Connection – Building theatres as community hubs that blend tradition with modern lifestyles.
About Devgn Cinex
Formerly known as NY Cinemas, Devgn Cinex is a next-generation cinema brand founded by actor Ajay Devgn and now backed by the Vishwa Samudra Group. The brand aims to redefine the Indian movie-going experience with premium formats, digital integration, and a focus on community-driven entertainment. With a robust expansion strategy targeting metros and South India, Devgn Cinex is poised to become a cultural and entertainment leader in the cinema exhibition industry.
About Vishwa Samudra Engineering
Vishwa Samudra Engineering (VSE) is a multi-disciplinary infrastructure company delivering turnkey projects across sectors such as roads, ports, irrigation, tunnels, bridges, airports, and urban development. Known for its quality and execution speed, VSE operates across models like EPC, EPC+F, BOT, HAM, DBFOT, and PPP. With a proven portfolio in critical infrastructure, the company brings its engineering excellence to the entertainment space through its partnership with Devgn Cinex.
A Defining Moment
The unveiling of Devgn Cinex is more than a rebrand—it is the announcement of a new cultural era in Indian entertainment. Backed by Ajay Devgn’s star power and Vishwa Samudra’s infrastructure expertise, Devgn Cinex promises to set benchmarks in cinematic experiences, blending tradition with technology, and heritage with innovation.
For millions of movie lovers across India, the message is clear: a new cinematic journey begins, and Devgn Cinex is ready to take them there.
