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Tag: Adlabs Imagica

  • 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 the magical world of Imagica

    Adlabs Imagica unveils 3rd campaign promoting theme park

    By A Correspondent

     

    Adlabs Imagica has launched their 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 an impact on every visitor.  The campaign conveys the stories of people from all walks of life who visit the magical world of Imagica.

     

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

     

    While Adlabs launched the first two TVCs as a part of the campaign series last month, they have now launched their third TVC for the viewers. Sticking to their brand promise of ‘Kahaniyaan Banti Hai’, the TVC showcases another story that people come across when they visit a theme park. This is something that everyone watching the ad film will instantly connect to.

     

    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.”

     

  • 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.”

     

  • The ad film invites viewers to have a splashing time at Imagica

    Imagica announces launch of ‘MastikiBaarish’ campaign

    By A Correspondent

     

    Adlabs Imagica has got Vishal Punjabi from “The Wedding Filmer” to create an ad film on their “MastikiBaarish” campaign. The film showcases families enjoying at Imagicawhile it rains and beautifully captures the fact that there is something for every age group at Imagica. In this film kids, youngsters, parents and grandparents are seen having a good time, enjoying the downpour equally with childlike innocence. The film showcases the rides and attractions along with the ongoing street food festival.

     

    Conceptualized and scripted by ‘The Wedding Filmer’, the first TV spot starts with a monsoon version of the popular Imagica jingle that sets the mood for ‘MastikiBaarish’. The television commercial is currently being aired on leading GECsand Kid’s channels. It is also being showcased at more than 250 multiplex screens across key markets.

     

    Harjeet Chhabra, Chief Marketing Officer, Adlabs Entertainment, said, “We wanted to explore the joyous emotions associated with the monsoon and also give people a reason to step out of their homes with their loved ones to enjoy the MastikiBaarish at Imagica. ‘The Wedding Filmer’ was the perfect choice for this as they know how to bring the emotions alive on screen.”

     

    Vishal Punjabi from ‘The Wedding Filmer’ said, “No matter how much we all love what we do, the routine always makes life a little mundane. What better to step out of it and step into a world of magic, fairy tales, cartoons, everything that fascinated us as kids and terrifies us now? Including the rain! So we took that trip to our childhood and captured it the best we could… With our family and friends and this is the result”

     

  • The WPP agency will be responsible for the media planning and buying for India's first and only international standard theme park that was launched early last year

    Mindshare bags media mandate of Adlabs Imagica

    By A Correspondent

     

    Adlabs Imagica has handed over its media mandate to GroupM’s flagship agency Mindshare.

     

    The WPP agency will be responsible for the media planning and buying for India’s first and only international standard theme park that was launched early last year.

     

    Ravi Rao

    Ravi Rao, Leader- South Asia, Mindshare said, “We are very excited to work with Adlabs Imagica which is truly one of a kind. The theme park comes at an opportune time to meet the growing demand for new and exceptional family entertainment avenues. We look forward to helping help them grow the brand further with the use of new and innovative media strategy.”

     

    Kapil Bagla, CEO, Adlabs Entertainment Ltd. said, “Mindshare topped our list when it came to choosing a media partner. We are confident theywill help us help extend the brand and engage wider audiences.”

     

  • Market leaders like Gillette, Colgate, Dabur Real and Chyawanprash, Godrej's Good Knight and Jyothy Laboratories' Ujala have improved their market share in their core categories over the past one year

    Top FMCG brands gain market share during economic slump

    By Sagar Malviya

     

    Mondelez India, maker of the country’s top chocolate brand Cadbury, had been struggling to hold on to its market share over the past few years, but in the January-March quarter it managed to improve its share for chocolates by 2.5%. With new chocolate capacity in place in India, the company has been able to regain the share it lost in the first half of last year, Mondelez International CEO Irene Rosenfeld said in an earnings call for the quarter two weeks ago.

     

    Perhaps it’s not just about higher capacity. It seems that in a downturn consumers tend to lose their impulse to experiment and stick to established ones, as around a dozen market leaders including Gillette, Colgate, Dabur Real and Chyawanprash, Godrej’s Good Knight and Jyothy Laboratories’ Ujala, have improved their market share in their core categories over the past one year.

     

    “In a downturn, consumers might not want to risk and experiment buying new brands and generally stick to trusted or established brands especially in the health space even if it has a slightly premium pricing,” said Sunil Duggal, CEO at Dabur. The Delhi-based firm’s Real juice and Chyawanprash have gained around 200 basis points to improve their market share to 54% and 64%, respectively.

     

    While several small players could not hold their price lines in the wake of inflating input costs since last year, several large companies increased their marketing spends and focused on innovations to push growth amid weakening consumer demand for most daily products.

     

    The overall consumer goods market growth fell to nearly 6% during the January-March quarter compared to 18% in the same period last year. Top companies aggressively tried to develop mass-products that would be easy on consumer wallets. “We have continued to focus on launching some great innovations,” Vivek Gambhir, managing director at Godrej Consumer Products, said. “For instance, we have launched three innovations in home insecticides over the last 12 months — more than the previous ten years,” he said, adding that new products accounted for more than a third of the firm’s incremental growth.

     

    Top oral care brand Colgate claimed a 60 basis points gain in its toothpaste market share year-on-year at 53.8% in the March quarter despite increased competition driven by new entrant and global rival Procter & Gamble. Colgate launched newer products and stepped up its reach and advertising spends substantially on the face of heightened competition. “Strong communication and trade plans have helped drive these results,” it said in a global earnings call last month.

     

    Source:The Economic Times

    Copyright © 2014, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • 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.