Mumbai: Encompassing over 100 world-class entertainment experiences, Imagica is set to own the space, as ‘India’s Biggest Amazement Park’. Via this new, differentiated brand positioning and supporting 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 conceptualized 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 akin 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 of 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 never before and key innovative route leveraged, for the campaign are a set of customized, ‘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.
Elaborating more, Raveendra Singh, Head of Marketing, Sales & 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. 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.” Continuing on, he said “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.”
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.”
Speaking more on the creative content route, he said “To further go down the path of disruption, we got onto the most used platform in the digital world – Youtube & 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.”
