Imagica unveils new brand positioning

25 Oct,2019

By A Correspondent


Imagica has launched its new brand positioning in India as ‘India’s Biggest Amazement Park’.


Said Raveendra Singh, Head of Marketing, Sales & Strategy, Adlabs Entertainment: “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. 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.”


Added Joy Ghosal, Co-Founder and Head – Creative Strategy, Marching Ants: “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. 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.”



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