MxMIndia

Tag: Adlabs Entertainment

  • Campaign aims to break the clutter and create a whole new differentiated identity for Imagica

    Imagica unveils new brand positioning

    By A Correspondent

     

    Imagica has launched its new brand positioning in India as ‘India’s Biggest Amazement Park’.

     

    Said Raveendra Singh, Head of Marketing, Sales & Strategy, Adlabs Entertainment: “Imagica has been relentlessly pushing the envelope each year to pleasantly surprise guests with its unique offerings. This has translated into a strong intent to sustain as well as keep increasing the entertainment quotient that leaves guests with a sense of amazement. Decision to therefore embrace the new brand positioning as India’s Biggest Amazement Park, has been simple and effortless. From brand strategy standpoint, the campaign treatment approach applied is also truly innovative with the brand now having a voice of its own in the form of Dr.M.A.Zing. To take the amazement concept a step forward, we have also re-evaluated our pricing strategy. We are offering guests access to this unparalleled entertainment universe at charming pricing of INR 999 onwards every-day, all through the festive season.”

     

    Added Joy Ghosal, Co-Founder and Head – Creative Strategy, Marching Ants: “In today’s world where all parks are seen or treated equally, our objective was to create a superlative proposition deserving of Imagica’s scale, size and experiential superiority as a communication context to the consumer. The key proposition was articulated using the tangible superiorities of Imagica by coining a new term in the category. This was derived out of consumer speak who termed their experience at Imagica as always amazing. With this in mind we created the character Doc. M.A.Zing – a quirky ‘scientist of fun’. Through short films, this character narrates Imagica’s amazing story of largeness, fun and exhilaration and finally calls out the Rs 999 price point.”

     

     

  • A new corporate identity for the all season family holiday destination

    Adlabs Imagica undertakes brand refresh

    By A Correspondent

     

    Just ahead of summer vacations, IMAGICA has refreshed its brand promise with a ‘One Brand One Destination’ approach.  Theme park, Water park and the soon to be launched Snow park all have a new identity now under the brand name ‘IMAGICA – Badi Interesting Jagah Hai’. The refreshed brand communication positions IMAGICA as an interesting place.

     

    The Imagica logo has three distinct elements, the stars represent Imagica theme park, the splash of water represents the water park and the snowflakes represent the snow park.  Soon to be launched snow park will also be India’s largest Snow Park.

     

    Kapil Bagla, Chief Executive Officer, Adlabs Entertainment said, “In over three years, we have seen people come in anticipation and go back smiling with a lot of happy moments etched in their memories. We have a scarcity of entertainment options across India, and Imagica has been created to fulfil this requirement. We want our consumers to not just come to a park, instead a magical destination that is sure to mesmerize and get them back again for more.”

     

    The new IMAGICA brand film,has a quirky take on how human beings are a lucky species and get to do so many interesting things in life. IMAGICA uses this story to establish itself as Badi Interesting Jagah in a fun way.

     

    Harjeet S Chhabra, Chief Marketing Officer, Adlabs Entertainment said, “The refreshed brand promise will establish IMAGICA as a unique and interesting destination. We are not in the business of theme park. We are in the business of feeding people’s imagination with magical experience at the park. We are focused and committed towards delivering a magical day that will be etched the in memory of our guests forever.”

     

  • The campaign conveys the stories of people from all walks of life who visit Imagica

    ‘Kahaaniyan Banti Hain’, says Imagica in new campaign

    By A Correspondent

     

    Popular theme park Adlabs Imagica has launched its brand campaign using a series of human stories under the tagline ‘Kahaaniyan Banti Hain’. These films are aimed at establishing Imagica as a destination that has some impact on every visitor. The campaign conveys the stories of people from all walks of life who visit Imagica.

     

    While the outdoor and indoor rides & attractions have been beautifully woven into the script, the focus however, is on human stories and moments with Imagica as the backdrop. These brand films will be aired across national and regional television channels and will also be shared and showcased on Facebook, YouTube, cinemas and OOH media.

     

    Commenting on the idea behind the campaign, Harjeet Chhabra, Chief Marketing Officer, Adlabs Entertainment, said, “These films establish the impact that Imagica has through human stories that happen here. We believe these stories will excite people who have not experienced and engaged with the brand so far and will also resonate well with more than a million people who have been to Imagica already and will help us re-engineer the word of mouth through them. There are very few brands who can claim to have an impact on the lives of people and we are happy to occupy that slot in the minds of our consumer through these films.”

     

  • Pooja Shetty Deora, Joint Managing Director at Adlabs Entertainment Limited discusses the marketing strategy and roadmap behind making Adlabs Imagica a ride to remember

    We want to bring stories alive: Adlabs Imagica’s Pooja Shetty Deora

    By Johnson Napier

     

    News of a new and state-of-the-art theme park along the Mumbai-Pune Expressway is making audiences take the long drive to sample the new offering. Much of the credit to the enthusiastic response being drawn could be owed to the mammoth marketing exercise being undertaken currently by Adlabs.

     

    Pooja Shetty Deora, Joint Managing Director at Adlabs Entertainment Limited discusses the marketing strategy and roadmap behind making Adlabs Imagica a ride to remember.

     

    The thrust around the marketing campaign seems to be very loud and extensive that one has seen in recent times. Are you content with the way the strategy is being implemented on ground?

    The entire campaign has been developed keeping in mind a couple of key objectives:

    – To announce the launch of India’s first and only international standard Theme Park

    – To educate customers about the concept of a ‘Theme Park’ which has otherwise been loosely used

     

    Different media vehicles have been used to achieve each of these objectives. While Digital and Social Media has been used to engage with customers and spread word of mouth, OOH has been purely used to drive impact and reach. Print has been a mix of impact and bringing alive the concept of a Theme Park. Radio has done the job of sustaining, engaging and ensuring enough recall amongst the consumers. A month-long campaign on key television channels will only add to the scale, reach and internationalness of the overall campaign and the product.

     

    Primarily all mediums that matter have been tapped for this initiative. Do you expect the returns to be as productive across all channels?

    Each media has been carefully used at different stages right from pre-launch to launch to sustenance. A clear role has been given to each media vehicle and various innovations have been implemented across media from time to time. We have already seen enough traction being generated on our e-commerce enabled portal www.adlabsimagica.com. Extremely encouraging returns have also been seen through our B2B channel with more and more travel organizations wanting to partner with Adlabs Imagica.

     

    What is novel about the communication strategy being currently implemented to popularize the theme park?

    We developed our first phase of communication to drive intrigue about the concept by giving away just enough information. The 2nd phase of launch will see various aspects about the Theme Park unfold one after another; living up to our promise of bringing stories alive.

     

    While the campaign would be running across multiple metros, is there a city-specific campaign that you’d be running or would it be national in approach?

    At this stage we want to send out a single message to all our consumers nation-wide; hence from a communication point of view the campaign remains consistent pan India. However we have phased out our reach plan with Maharashtra, Gujarat and Delhi NCR in the first chapter, followed by other key metro’s and rest of India a couple of months down the line.

     

    Would you elaborate a bit on the marketing spends being rendered across the multiple mediums that the campaign would be running over?

    We have allocated spends across different media at different phases of launch. While we kick-started with a heavy burst on Digital and Radio in the pre-launch phase; we made use of heavy Print and Outdoor communication at launch. This will be followed by a high impact burst on Television. We have spread our monies judiciously across all mediums at different phases to drive maximum impact, reach and scale.

     

    Is there a defined TG that you’d be focusing on through this initiative?

    In any communication that we do, the core TG for Adlabs Imagica will remain the family. We have been extremely prudent about all our communication being focussed to our core audience.

     

    Do you intend taking the campaign across other cities/states located closer to the theme park?

    We have already been extremely strong in our communication all over Maharashtra and Gujarat which are in closest proximity to the Park. Our campaign will soon talk to audience at a national level through our Television campaign. We see ourselves as a holiday destination for anyone across the country and the next phase will also see a pan India communication.