DRIX Collaborates With Marty Supreme in Partnership With PVR INOX Pictures

DRIX, an Indian next-generation functional soda brand, announced a collaboration with the upcoming film Marty Supreme, in association with PVR INOX Pictures, bringing together cinema, pop culture, and next-generation beverages through a visually driven, experiential partnership.

At the centre of the collaboration is DRIX - Orange Crush, whose orange identity mirrors the distinctive visual branding of Marty Supreme. The partnership is built on a shared colour language and energy-led appeal, allowing the brand to integrate seamlessly into the film’s ecosystem across cinemas, engagements, and curated brand moments. Marty Supreme is slated for release across PVR INOX cinemas nationwide on January 23. Marty Supreme is a sports comedy-drama directed by Josh Safdie, starring Timothée Chalamet in the lead role. 

Speaking on the collaboration, a spokesperson for DRIX said, “This partnership felt organic from the outset. The visual alignment between Marty Supreme’s bold orange branding and DRIX - Orange Crush allowed us to collaborate in a way that feels intuitive, immersive, and culturally relevant—especially within the cinema environment.” The collaboration underscores DRIX’s growing focus on strategic pop-culture partnerships that extend beyond traditional advertising, tapping into experiential formats and high-recall consumer moments.