Leo Burnett India has just recently announced that they will be handling all forthcoming advertising work for the Adlabs Imagica theme park brand after a huge multi-agency pitch earlier this week. As well looking after as the account of India's first and only international standard theme park (India's very own Disneyland), they will also be providing all advertising work for the brands upcoming water park, the name of which has yet to be announced. The park was first launched in April last year, and has focused all of its advertising thus far on customer care and on the fact their park is the only 'one-stop entertainment destination' in the country.
Leo Burnett hopes to help the brand offer a complete, wholesome entertainment experience
CEO of Adlabs Imagica, Kapril Bagla, says they chose Leo Burnett because they were seeking a partner who would not only be vested in conventional communication, but also help create and develop an overall category for such a unique brand.” Unique indeed, seeing as the park is the country's first (and currently only) major theme park. Bagla explains that the brand looks forward to working with Leo Burnett in helping to offer a “Complete, wholesome entertainment experience” for their guests.
Leo Burnett India CEO Saurabh Varma, believes that as a 'HumanKind' agency, they are always looking for brands that excite them and help them connect not just with consumers, but with 'people'. He also said that “To be quite frank,” he was “Excited at the prospect of partnering with a brand which is so much fun!” And indeed what could be more fun than an international standard amusement park?
Fun brands such as Adlabs Imagica really help alter the overall mood of the agency
A statement issued by the agency said that the team was overjoyed by the success of the pitch, and feels as if fun brands such as Adlabs Imagica really help alter the overall mood of the agency and shift its internal culture. The park itself focuses primarily on family entertainment, though also houses a range of more serious, 'white-knuckle' thrill rides. The park (situated near the city of Khopoli on the Mumbai-Pune expressway) recently hit the news after the 'Bandits of Robin Hood' ride malfunctioned, tilting to one side and injuring riders. Damage control for the incident will be very much up to Leo Burnett now, but considering the agency's illustrious history, this challenge should only embolden their enthusiasm.
Official Leo Burnett India Website
Official Adlabs Imagica Website
Benjamin Hiorns is a freelance copywriter and massive theme park fan who has made the pilgrimage to Orlando Florida at least 7 times in his young life.
