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Imagica unveils new brand positioning as ‘India’s Biggest Amazement Park’

The campaign aims to break the clutter and create a whole new differentiated identity for Imagica

Encompassing over 100 world-class entertainment experiences, Imagica is set to own the space as ‘India’s Biggest Amazement Park’. With this new, differentiated brand positioning and campaign, Imagica aims to break through the clutter by not only going beyond the concept of amusement, carving a niche for itself, but also redefining and extending the scope of the existing ‘amusement park’ category definition prevalent in India.

The new brand campaign has been ideated and conceptualised to bring out Imagica’s extensive entertainment offerings. Extending beyond the thrills rides and thematic shows, a day at Imagica would also include high-energy acrobatic stunts, interactive dance performances, carnival-like character parade, street magic and lots more, fulfilling the promise that every guest stays entertained and amazed.

Emulating all of Imagica’s ‘amazing’ entertainment and vibrancy will be a young, dynamic, fictional character with a quirky personality — Doc. M. A. Zing. As the face and voice of the brand campaign, Imagica’s key, young target audience will easily relate to him.

The media marketing mix is also a derivative of Imagica’s consumer segmentation which comprises mainly on-the-go, media savvy ‘Young Adults’. Given their strong inclination towards being outdoors and heavy presence on social media, 80% marketing spends have been apportioned towards out-of-home (55%) and digital (25%).

The key innovative route leveraged, for the campaign are a set of customised, ‘Youtube Pre-Roll Ads’. Since customer interests on the digital world are varied, these ads call out the customer’s specific search or interest term like “movies”, “music” or “standup comedy”, and then go on to show Imagica’s amazing offerings.

Raveendra Singh, Head of Marketing, Sales and Strategy, Adlabs Entertainment Limited, said, “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. The 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.” He added, “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 Rs 999 onwards every-day, all through the festive season.”

Joy Ghosal, Co-Founder and Head, Creative Strategy, Marching Ants, added, “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 which was "India's Biggest Amazement Park". 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.”

He added, “To further go down the path of disruption, we got onto the most used platforms in the digital world, YouTube and Facebook, and decided to create an element of surprise just before the audience got to see what they wanted. We created contextual YouTube videos that played just before the audience's desired video. These ads emphasized on how routine means of enjoyment are boring and it can only be 'healed' by Doc.M.A.Zing's recommendation of amazement viz., Imagica.”

Located between Mumbai and Pune, Imagica offers a gamut of entertainment experiences under one roof through its international standard Theme Park, a Mykonos themed Water Park and the largest Snow Park that India has ever seen. Connected to the park is Novotel Imagica, a hotel that offers customised stay packages, acting as a basecamp for guests to relax and unwind. Imagica is the perfect hangout for school picnics, corporate visits and the ideal magical venue for theme weddings, photo shoots and memorable celebrations.

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