Imagica gives a human touch with 'Kahaaniyan Banti Hain' campaign

The campaign has been conceptualised by Leo Burnett. The two TVCs depict witty human stories to establish Imagica as a theme park that leaves lasting memories

Best Media Info Bureau | Mumbai | October 31, 2014

Click on the image to watch the TVC.

Adlabs Imagica has released a campaign that aims to establish as a destination that has everlasting impact on visitors' lives. The campaign, conceptualised by Leo Burnett, conveys stories of people from various backgrounds and different age groups who visit Imagica. The two TVCs show how a single visit to Imagica changes their lives, leaving them with lasting memories of their experience at the theme park.

The films try to lure the target audience by emotionally connecting with them. A few glimpses of outdoor and indoor rides have been perfectly shown to let viewers get the essence of the place. The focus however is on human stories and moments with Imagica as the backdrop.

Vikram Pandey

Vikram Pandey, ECD, Leo Burnett, said, “While exciting theme rides, thrills and an international experience is what drive people to Imagica, what they take away are memories of time well spent with their loved ones. The rides last a few minutes, but the memories one creates at Imagica last a lifetime. This is the central idea on which we have built the 'Kahaaniyan banti hain' positioning for the brand.”

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 which 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 first TVC portrays a jovial theme featuring a middle class family at Adlabs Imagica. The ad begins with a man, his wife and his two twin sons. The wife is typically shown as dominating and screams at her husband to hold her hat. The kids decide to take advantage of the situation and have some fun; they provoke their father to confront his wife. One of the kids tells the father that as they have overcome the fear of scream machine, he should also boldly face his wife's anger. The man confronts his wife only to be screamed at as usual, which entertains the twins. The film ends with a voiceover saying: 'Kahaaniyan banti hain'.

Maintaining the same jovial theme, the second TVC features children at a school picnic at Imagica. An older student is seen negotiating with a younger one. But the younger kid turns out to be cheeky, suggesting that he would rather address the elder pupil as 'genda' (rhinoceros) in front of everyone. At the end, a deal is made and the younger one promises not to reveal that the senior student lost to the boy in the second standard and walks off. The film ends with the same voiceover: 'Kahaaniyan banti hain'.

The first film was launched on October 29, 2014. The films will be aired across national and regional television channels and will also be showcased on Facebook, YouTube, cinemas and other OOH media.

Adlabs Imagica is the flagship project of Adlabs Entertainment Limited (AEL). AEL is promoted by Manmohan Shetty. Imagica is one of India's leading theme park destinations, offering entertainment, fun, action, relaxation, dining and shopping at a single location.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Adlabs Imagica

Creative agency: Leo Burnett

Creative team: Vikram Pandey, Akshay Seth, Prasad Patil, Ganesh Nayak, Sidharth Mehta, Rwitayan Mukherjee, Santosh Harmalkar

Servicing & Planning team: Suvadip Ghosh, Rajiv Wadhwa, Srishtee Vivek Gupta, Yashasvi Tandon

Strategic Consultant: Kalyan Challapalli

Production house: Chrome Pictures

Director (film): Hemant Bhandari

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