Bengaluru, January 7th, 2025: Live Your City today announced the appointment of Ms. Sheetal Birla as General Manager for India. In her new role, Sheetal will lead the expansion strategy and operations of the company known for bringing the Candlelight Concerts across India, focusing on delivering innovative entertainment experiences in the rapidly growing experience economy.

With an illustrious career spanning Fortune Global 500 companies and dynamic startups, Sheetal brings extensive technology leadership experience and a proven track record in scaling businesses across diverse sectors. Her expertise in leveraging AI and data-driven strategies for business growth aligns perfectly with Live Your City’s vision for the Indian market.

Speaking about her appointment, Sheetal Birla said, “I am excited to join Live Your City at this pivotal moment in India’s entertainment landscape. The country’s rich cultural heritage, combined with its appetite for innovative experiences, presents unprecedented opportunities. I look forward to working with the talented team to expand our footprint and create memorable experiences that resonate with India’s diverse audiences.”

Prior to joining Live Your City, Sheetal held transformative positions at several leading organisations, including Falkonry (deep tech and AI), Samsung (mobile), Tesco (retail), and Siemens (telecom), where she consistently demonstrated excellence in brand building, go-to-market strategy development, and revenue growth acceleration. Her global perspective, shaped by living in eleven cities across six countries, brings a unique understanding of diverse markets and consumer behaviours.

Sheetal holds a Bachelor’s in Computer Science and Engineering and an MBA from INSEAD. Her combination of technical expertise and business acumen positions her perfectly to drive Live Your City’s next phase of growth in India’s dynamic entertainment sector.

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Set to captivate audiences of all ages, these concerts will feature iconic movie soundtracks and tribute performances celebrating legendary artists like Kishore Kumar, RD Burman, Queen, and ABBA, the concerts invite audiences to rediscover timeless melodies in an intimate and unforgettable setting.

By bringing live music into cinema theatres, this one-of-a-kind initiative taps into the growing demand for performances that transcend traditional entertainment boundaries. With a rising appetite among audiences to explore new ways of enjoying music, this collaboration between Candlelight Concerts and PVR INOX is perfectly poised to meet this demand. The concept not only offers a fresh way to experience live music but also enriches India’s cultural entertainment scene, providing audiences with the opportunity to reconnect with iconic classics in a new and engaging setting.

Deepa Bajaj, Country Manager of Live Your City India, remarked, “We are thrilled to bring our renowned Candlelight Concerts to PVR INOX theatres, marking a significant milestone in making live arts experiences accessible to local audiences in their favoured legacy venues for entertainment. This partnership aligns with our vision to bring innovative and immersive entertainment outside traditional spaces to reach larger audiences. By blending the magic of live music with the comfort and luxury of PVR theatres, we are setting a new benchmark in audience engagement.”

Nayana Bijli, Content Acquisition Director at PVR INOX, commented, ” This partnership with Candlelight Concerts reimagines how our theaters can be experienced, turning them into unique venues for intimate, live performances. It’s an opportunity for us to offer audiences something extraordinary—an experience that combines the elegance of our spaces with the magic of live music.”

PVR INOX theatres, renowned for their premium settings, provide the perfect backdrop for Candlelight Concerts. With a thoughtful curation of comfort and acoustics, these venues promise an intimate yet impactful musical experience. The first performances are scheduled for the weekend of 31st January to 2nd February 2025 in Bengaluru, Gurugram, and Mumbai. As the collaboration evolves, Candlelight Concerts and PVR INOX aim to explore new avenues to bring exceptional and diverse offerings to audiences across the country.

Details on upcoming performances:

• Bengaluru – 31st January 2024
  PVR Superplex, Forum Mall, Kanakapura Road

○        Queen vs ABBA (Program Premiere in the city) – 2 performances

• Gurugram – 1st February 2024
  PVR Ambience, Gurugram

○        Best Movie Soundtracks (Bestseller) – 2 performances

○        Tribute to Kishore Kumar (Program Premiere in the city) – 1 performance

• Mumbai – 2nd February 2024
  PVR Le Reve-Globus Mall, Bandra West

○        Best Movie Soundtracks (Bestseller) – 2 performances

○        Tribute to RD Burman (Local Hit) – 1 performance

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