Uttar Pradesh Kabaddi League (UPKL), owned and operated by SJ Uplift, has onboarded Screenox, a Mumbai-based full-service advertising and creative agency, as its Cinema Partner.
As a part of this partnership, UPKL will gain access to 900+ branding sites across PVR INOX in India through Screenox. Screenox will simultaneously leverage UPKL’s popularity to enhance brand visibility in UP and beyond. UPKL Season 2 is scheduled to kickstart on December 24, 2025.
The mutually beneficial partnership will help UPKL drive awareness among cinema-going audiences across India while making way for Screenox to drive on-ground engagement.
UPKL Season 2 promotions will extend to metro cities, including Mumbai, Kolkata, Hyderabad, New Delhi, Ahmedabad, Bangalore, among others, in addition to Tier 1 and 2 cities.
Gautam Gulati, Founder, Screenox, said, “We’re proud to associate with UPKL Season 2 as the Cinema Partner. Kabaddi has become one of the most passionately followed sports in our country, and UPKL’s dedication to nurturing talent at the grassroots aligns perfectly with our mission. We look forward to amplifying the league’s presence across our network and more specifically PVR INOX digital screens nationwide.”
Aishwarya Gautam, CEO, SJ Uplift Kabaddi, said, “We are delighted to welcome Screenox as the Cinema Partner for UPKL Season 2. Their support strengthens our mission to elevate kabaddi as a mainstream sport and bring its excitement to a wider, more diverse audience. Together, we look forward to creating a larger, richer fan experience across the country.”
UPKL Season 2 will take place at Noida Indoor Stadium starting December 24, 2025, with matches broadcast live on Zee Bollywood, &Pictures HD, and Anmol Cinema 2 with live streaming on ZEE5.
