MUMBAI: Summer being the peak season for vacation and short getaways in India, Imagica, India’s largest themed entertainment destination, has launched its brand new summer campaign with an ad film derived from strong consumer insight and integrated appealing message #Groupbaazi which propagates the idea of maximizing fun in groups.
The ad campaign which has been released in two different versions, a 45-second-version for TV media and a 60-second-version for the digital platforms and cinemas, has woven a story around three families describing their unforgettable time they had at Imagica leading to a memorable experience. It brings forward the fun, exciting time; men, women and kids have within their own groups. The ad also encapsulates the childlike enthusiasm that turns adults into kids as they enjoy the varied rides, attractions and entertainment options with their respective groups laying the foundation for the campaign tagline #Groupbaazi Mein Mazaa.
“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.” said, Raveendra Singh, Head of Marketing, Sales and Strategy, Imagica.
Joy Ghoshal, Co-Founder and Head - Creative Strategy, Marching Ants, which has conceptualized and shot the campaign added, “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.”
The campaign media mix supported by TV, digital and Out-of-Home is set to be further amplified through associations built with Carnival Cinemas, Jio IPL 2019 Play Along, and Big FM Radio.
