Adlabs Imagica continues campaign with humour peg
Watch the ad film conceptualised by Leo Burnett here
Dec 11, 2014 10:18:00 AM | Video | Campaign India Team Share -
Adlabs Imagica, a theme park of Adlabs Entertainment, continues its brand campaign 'Kahaaniyan banti hain' with third TVC that launches today. The ad films have been conceptualised by Leo Burnett and will be aired on national and regional television channels.
The film depicts three youngsters, two girls and a boy, as they come off a ride at Imagica. The girls are exclaiming how scary the ride was. The boy, however, shares that it wasn't scary at all and a ride would need to be 'better' to scare him off. The girls look on in surprise as he keeps describing how 'breakdance'-like the ride was until his picture comes up on a screen behind him. The girls bring his attention to it as the picture shows him looking petrified at various points during the ride. Busted, the girls drag him back for a second go on the ride as he pleads to be let off.The film ends with a voice over saying, 'Kahaaniyan banti hain'.
Harjeet Chhabra, Chief Marketing Officer, Adlabs Entertainment, said, "These films establish the impact that IMAGICA has through human stories that happen here. We believe these stories will excite people who have not experienced and engaged with the brand so far and will also resonate well with more than a million people who have been to IMAGICA already and will help us re-engineer the word of mouth through them. There are very few brands who can claim to have an impact on the lives of people and we are happy to occupy that slot in the minds of our consumer through these films."
The positioning will be driven home through social media, cinemas and OOH channels.
Client: Adlabs Imagica
Creative agency: Leo Burnett
Executive creative director: Vikram Pandey aka Spiky
Creative director: Akshay Seth
Creative team: Prasad Patil, Siddharth Mehta, Rwitayan Mukherjee, Ganesh Nayak, Santosh Harmalkar
Films department: Manjula Moses, Kevin Affonso
Account management: Rajiv Wadhwa, Srishtee Vivek Gupta, Suvadip Ghosh
Account planning: Yashasvi Tandon & Kalyan Challapalli
Production house: Chrome Pictures
Director (film): Hemant Bhandari
Associate producer: Kanwalinder Singh
Production manager: Navin Kumar Mishra
Project coordination: Daniel Amanna