Campaign India Team
Oct 30, 2014

Adlabs Imagica takes humour route to unveil positioning

Watch the ad films conceptualised by Leo Burnett here

Adlabs Imagica, a theme park of Adlabs Entertainment, has announced a brand campaign with 'Kahaaniyan banti hain' as its tagline. The ad films have been conceptualised by Leo Burnett and will be aired on national and regional television channels.
 
The new positioning will be driven home through social media, cinemas and OOH channels.
 
The above ad film features a middle class family at Imagica. The wife screams at her husband to hold her hat carefully. Their children, twin boys, notice the evident fear on their father's face and decide to have some fun at his cost. Sitting atop a car, one of boys points out that they know their father is afraid of his wife. They feign to be understanding by equating their fear of the Scream machine at Imagica to their father's fear. They suggest that he should overcome his fear and egg him on to show their mother who's the true boss. With misplaced confidence, the man confronts his wife only to be screamed at as usual, much to the amusement of the kids. The film ends with a voice over saying, 'Kahaaniyan banti hain'.
 

 
Another ad film features children  at a school picnic at Imagica. An older pupil is seen negotiating and pleading to a younger one, with promises of doing his homework, giving up the window seat for him etc. The younger one looks unimpressed and as a counter-offer suggests that he would rather address the elder pupil as 'genda' (rhinoceros) in front of everyone. A deal is struck and the younger one promises to not reveal to everyone that the other one lost to the 'second standard ka ladka' (boy in the second standard) and struts off. The film ends with the same voice over.
 
Harjeet Chhabra, chief marketing officer, Adlabs Entertainment, commented, "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."
 
Vikram Pandey, ECD, Leo Burnett, commented, “While exciting theme rides, thrills and an international experience is what drives people to Imagica, what they take away are memories of time well spent with their loved ones. The rides last a few minutes, but the memories one creates at Imagica, last a lifetime. This is the central idea on which we have built the 'Kahaniya banti hai' positioning for the brand.” 
 
Credits
 
Client: Adlabs Imagica
Creative agency: Leo Burnett
Executive creative director: Vikram Pandey (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 and Kalyan Challapalli
Production house: Chrome Pictures
Director (film): Hemant Bhandari
Associate producer: Kanwalinder Singh
Production manager: Navin Kumar Mishra
Project coordination : Daniel Amanna
 
 
 
 

 

Source:
Campaign India

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