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Tag: Adlabs Entertainment

  • Anchor investors invest Rs 60 crore in Adlabs Entertainment; initial response to issue cold

    Anchor investors invest Rs 60 crore in Adlabs Entertainment; initial response to issue cold

    BENGALURU: Yesterday, a day before its IPO opened, anchor investors put in Rs 60 crore for the approximately Rs 470 crore Adlabs Entertainment IPO. Anchor investors – hedge fund under Edelweiss, mutual funds under Axis, L&T Fin, HDFC AMC and a fund under Daiwa brought in at the lower end of the Rs 221-230 price band.

     

    Note: 100,00,000 =100 lakh = 10 million =  1 crore

     

    The breakup of the anchor investor allotment is:

     

    5,21,495 equity shares to Japan Trustee Services Bank A/C Japan Trustee Services Bank, STB Daiwa India Stock Active Mother Fund; 4,34,850 shares to HDFC Trustee Company Limited – HDFC Infrastructure Fund; 2,17,425 shares to Axis Mutual Fund Trustee – A/C Axis Mutual Fund A/C Axis Midcap Fund; 2,17,360 shares to Axis Mutual Fund Trustee – A/C Axis Mutual Fund A/C Axis Smallcap Fund; 4,52,530 shares to L&T Mutual Fund Trustee – L&T Equity Fund; 2,26,265 shares to L&T Mutual Fund Trustee – L&T India Special Situations Fund; 6,52,210 Shares to IL&FS Trust Company – Forefront Alternative Investment Trust – Forefront Alternative Equity Scheme.

     

    The overall issue, including the anchor allotment portion, comprises 2.003 crore shares of which around a tenth is through an offer for sale by the promoters. Post the anchor investor allotment, Adlabs Entertainment has offered 1.76 crore shares to the public. The subscription period of the IPO is 10-12 March.

     

    Day one today saw a poor response according to a report published in VC Circle, with just under three per cent subscription. The issue saw zero participation from institutional investors on the first day with HNIs & corporates bidding for seven per cent of their portion and retail investors pitching in with almost a similar participation for the shares reserved for them says the report.

     

    As mentioned earlier, Adlabs Entertainment, the company that owns and operates Imagica-The Theme Park had proposed to open a public issue of up to 20,326,227 equity shares of face value of Rs 10 including a share premium per equity share on 10 March. 

     

    The company has fixed the price band from Rs 221-230 per equity share. The issue comprises a fresh issue of 18,326,227 equity shares and an offer of sale of 2,000,000 equity shares by Thrill Park Limited. The minimum bid lot is 65 equity shares and in multiples of 65 equity shares thereafter.

     

    The issue constitutes 25.44 per cent of the post-issue paid-up equity share capital of the company. Adlabs Entertainment, in consultation with the Global Co-ordinators and Lead Managers, will offer a discount of Rs 12 on the issue price to retail individual bidders. 

     

    The issue is being made through the Book Building process wherein at least 75 per cent of the issue shall be allotted on a proportionate basis to Qualified Institutional Buyers (QIB), provided that the company and the selling shareholder may allocate up to 60 per cent of the QIB Potion to Anchor Investors on a discretionary basis. Anchor investors could bid on Anchor Investor Bidding Date, that is 9 March. 

     

    The money raised through the Initial Public Offering (IPO) will be used for partial repayment/pre-payment of loans. As per the company, it currently is under a debt of Rs 1100 crore, and hopes to repay close to Rs 330-350 crore through the IPO.

  • Adlabs Entertainment takes IPO route to repay partial debt

    Adlabs Entertainment takes IPO route to repay partial debt

    MUMBAI: Adlabs Entertainment, the company that owns and operates Imagica-The Theme Park has proposed to open a public issue of up to 20,326,227 equity shares of face value of Rs 10 including a share premium per equity share on 10 March. 

     

    The company has fixed the price band from Rs 221-230 per equity share. The issue comprises a fresh issue of 18,326,227 equity shares and an offer of sale of 2,000,000 equity shares by Thrill Park Limited. The bid/issue will close on 12 March. The minimum bid lot is 65 equity shares and in multiples of 65 equity shares thereafter.

     

    The issue constitutes 25.44 per cent of the post-issue paid-up equity share capital of the company. Adlabs Entertainment, in consultation with the Global Co-ordinators and Lead Managers, will offer a discount of Rs 12 on the issue price to retail individual bidders. 

     

    The issue is being made through the Book Building process wherein at least 75 per cent of the issue shall be allotted on a proportionate basis to Qualified Institutional Buyers (QIB), provided that the company and the selling shareholder may allocate up to 60 per cent of the QIB Potion to Anchor Investors on a discretionary basis. Anchor investors can bid on Anchor Investor Bidding Date, that is 9 March. 

     

    The money raised through the Initial Public Offering (IPO) will be used for partial repayment/pre-payment of loans. As per the company, it currently is under a debt of Rs 1100 crore, and hopes to repay close to Rs 330-350 crore through the IPO.

     

    Talking about further plans, Adlabs Entertainment chairman and managing director Manmohan Shetty said, “While the money raised through the IPO will be used for repayment of partial debt. We plan to increase our employee strength from the current 1500 to 2000 by this year end. Not only this, we are planning to open another Imagica in South or North. But, the money raised right now will not be used forfuture plans.”

     

    For the six months ended 30 September 2014, the company’s total income and loss after tax was Rs 73.325 crore and Rs 53.529 crore respectively. Adlab’s revenue from sale of admission tickets, from the F&B operations and retail and merchandise operations for six months ended 30 September, 2014 was Rs 55.382 crore, Rs 11.980 crore and 3.886 crore respectively. 

     

    The company will soon be launching its hotel chain as well. The first phase of the proposed 287 key hotel, to be called Novotel Imagica Khopoli, comprising 116 keys, is expected to be completed by March, 2015.

  • ‘Blogging’ on brand’s mind

    ‘Blogging’ on brand’s mind

    MUMBAI: If you are a blogger then you will definitely relate with Nora Ephron’s Julie and Julia.  As portrayed in the film, blogging which was once upon a time considered as just a hobby is today the most sought-after platform.

     

    The bloggers’ community has got its due recognition with social media becoming an integral part of our lives. What is interesting to note is that bloggers today are on priority list of many brand managers when it comes to drawing an online marketing strategy.

     

    “Brands today are engaging with bloggers because they want to talk about experiences and the brand with their readers. Bloggers are respected for the various topics they write about and no one questions their credibility as well. Most importantly, blog posts are permanent advertisements. With search being an important function on the internet today, blogs become extremely useful for a consumer. Consumers are always searching for information, products, brands and services. And, if bloggers are not writing about you; you won’t figure in the consumer selection subsets,” elaborates IndiBlogger spokesperson.

     

    Brands and blogging

     

    According to the Business World-IndiBlogger report on the Indian blogosphere, 56 per cent bloggers claim that they influence buying decisions of their readers.

     

    In the last few months, Indiablogger has hosted blogger events for brands across travel, consumer electronics, FMCG, education, finance, personal care and most recently entertainment sectors. SkyScanner, Nokia, Dove, Tata Capital, Asus, Kissan, Racold, Sunsilk, British Airways and British Council are a few popular brands that often associate with bloggers.

     

    Recently, ahead of the new entertainment channel Zindagi’s launch, Zeel invited almost 500 bloggers from Mumbai and Delhi. The reason behind the exercise was simple: though it gave bloggers an opportunity to interact with scriptwriters, directors and actors of the show, it also helped the channel create enough buzz on the digital world.

     

    Similarly, Imagica, the theme park from the house of Adlabs Entertainment, invited close to 30 blogging mothers to spend a day at the venue.

     

    When asked how the activity helped the brand, Adlabs Entertainment CMO Harjeet Chhabra says, “If we have to measure the response through the excitement amongst bloggers and their experience at Imagica, then we can surely say that we had 30 happy women bloggers and their families at the end of the day. Such initiatives are not carried out for immediate results. They are done from a long term viewpoint as opposed to being tactical or promotional. These activities help drive conversations on the digital platform and builds social content with a long term standpoint. We believe that one of the key parameters for measuring success of activities such as these is the scale of engagement and involvement. Being an experiential destination, it is imperative that the influencers are provided the right experience and engagement platform which Imagica provides.”

     

    The byproduct of these activities is the impact and reflection on social media. For example the number of tweets sent out by these influencers, the number of shares and eventually the number of people the message reaches out to. “We have also seen tremendous success in terms of the number of images being shared, including the trendy new fad of selfies. Such are the moments that actually define the success of any activity; however small or big. We are inspired to do more and more such events and are very soon going to be back with a food blogger’s event too,” adds Chhabra.

     

    One of the biggest trends in the blogger’s space is the increased usage of video content on YouTube in the form of tutorials and reviews. When Maybelline New York India launched the Colossal Kohl Turquoise, popular blogger Rati Tehri Singh created videos that showcased different styling technique using the product. These video tutorials were then shared on the brand’s social platforms.  

     

    The shifting trend

     

    While most brands have celebrities with a huge fan following as brand ambassadors, the rise of the influence of bloggers and their marketing strategies have helped brands in many ways.

     

    “Blogs reach out to a wide range of audience and have a diverse group of fans. A blog entry related to your brand will be seen by a larger fan base whom you may have not targeted earlier thereby expanding the reach of your brand. Bloggers and influencer marketing strategies have truly transformed the decision-making process of consumers while purchasing products and services,” says FoxyMoron co-founder Harshil Karia.  

     

    Over time, brands are also realising that it is important to cherry-pick the bloggers so that relevant content is created for your brand. “A large fan base is not enough to amplify the brand’s message. Content that is relevant to the target audience and in sync with the brand’s philosophy increases engagement.  In fact, bloggers are now entrenched in the larger community of fans and followers. Brands are not only reaching out to bloggers before a campaign begins but also establishing and maintaining long-term relationships with them irrespective of a campaign launch,” adds Karia.

     

    With the blogger community getting popular in the online marketing business, it will be interesting to see how brands go ahead and engage them uniquely in the coming days.