MAM
Imagica unveils its brand new positioning as ‘India’s Biggest Amazement Park – There’s nothing else like it!’
Mumbai: Encompassing over 100 world-class entertainment experiences, Imagica is set to own the space, as ‘India’s Biggest Amazement Park’. Via this new, differentiated brand positioning and supporting campaign, Imagica aims to break through the clutter by not only going beyond the concept of amusement, carving a niche for itself but also redefining and extending the scope of the existing ‘amusement park’ category definition prevalent in India.
The new brand campaign has been ideated and conceptualized to bring out Imagica’s extensive entertainment offerings. Extending beyond the thrills rides and thematic shows, a day at Imagica would also include high-energy acrobatic stunts, interactive dance performances, carnival akin character parade, street magic and lots more, fulfilling the promise that every guest stays entertained and amazed.
Emulating all of Imagica’s ‘amazing’ entertainment and vibrancy will be a young, dynamic, fictional character with a quirky personality- Doc. M. A. Zing. As the face and voice of the brand campaign, Imagica’s key, young target audience will easily relate to him.
The Media marketing mix is also a derivative of Imagica’s consumer segmentation which comprises mainly of on-the-go, media savvy ‘Young Adults’. Given their strong inclination towards being outdoors and heavy presence on social media, 80% marketing spends have been apportioned towards Out-of-Home (55%) and Digital (25%).
The never before and key innovative route leveraged, for the campaign are a set of customized, ‘Youtube Pre-Roll Ads’. Since customer interests on the digital world are varied, these ads call out the customer’s specific search or interest term like “movies”, “music” or “standup comedy”, and then go on to show Imagica’s amazing offerings.
Elaborating more, Raveendra Singh, Head of Marketing, Sales & Strategy, Adlabs Entertainment Limited said, “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.” Continuing on, he said “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.”
Joy Ghosal, Co-Founder and Head – Creative Strategy, Marching Ants, added “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 which was "India's Biggest Amazement Park". 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.”
Speaking more on the creative content route, he said “To further go down the path of disruption, we got onto the most used platform in the digital world – Youtube & Facebook and decided to create an element of surprise just before the audience got to see what they wanted. We created contextual Youtube videos that played just before the audience's desired video. These ads emphasized on how routine means of enjoyment are boring and it can only be 'healed' by Doc.M.A.Zing's recommendation of amazement viz., Imagica.”
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
