MxMIndia

Tag: IMAGICA

  • 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.”

     

     

  • The 360-degree promotional ad campaign engages its target audience based on the insight – fun multiplies with like-minded groups

    Imagica unveils summer campaign titled #Groupbaazi 

    By A Correspondent

     

    Imagica has launched its new summer campaign titled #Groupbaazi, propagating the idea of maximising fun in groups.

     

    Said Raveendra Singh, Head of Marketing, Sales and Strategy, of the fun park: “Imagica is synonymous with fun, excitement, entertainment and the idea of having a great time together, establishing its brand archetype as entertainer. In India, people always bond with each other and form big groups to have fun and it starts right at home extending to every phase of an individual’s life. This is validated by the visitors’ trend observed at Imagica where people usually come in groups of families or group of friends beyond only a single family unit. We are truly excited to see how the campaign unfolds and resonates with our target audience,”.

     

    Added Joy Ghoshal, Co-Founder and Head – Creative Strategy, Marching Ants, which has conceptualised and shot the campaign: “Going beyond the predictable way of advertising the key attractions of a theme park, the campaign was aimed to bringing to the fore beautiful moments of fun and pleasure with a larger group of like-minded sharing a similar mind-set in the simplest way. And, to highlight the feeling of freedom interspersed with comfort amongst the crazy experiences and the inside jokes shared within a group. The story of the ad film has been structured to appeal and build connect, with the right audience.”

     

     

  • 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.”