Ad Campaigns
Kidzania launches monsoon ad campaign to woo visitors
MUMBAI: Summer vacations are over and kids are back to school. However, it’s not just the kids who are racking their brain solving sums in school. The entire kids recreation sector has been making permutation and combinations to launch various marketing campaigns to keep the footfalls intact. Launching one such campaign is the Mexico originated indoor edutainment conglomerate Kidzania’s India venture, which has announced attractive discounts for the monsoons.
The venture is targeting first timers who could not explore the experience because of pricing with the Wow Monsoon campaign. Visitors can avail 40 per cent discount by booking over the counter post 4 pm on Tuesday, Wednesday and Thursday. Whereas visitors 15 days prior to their visit will get 15 per cent discount throughout the day on weekdays.
“We want to drive the online booking and that’s why we announced the 15 per cent offer. Soon we are going to be launching an app and hence we want to make online ticketing a habit,” asserts Kidzania CMO Viraj Jit Singh.
Being an indoor amusement park Kidzania is making efforts to extract maximum benefit of the weather conditions. “Kidzania is a well covered amusement park and hence it secures parents’ assurance as we take total care of kids’ safety. Hence during the monsoon season we become the exclusive destination for visitors so we launch many such discount offers. It is something we practiced last year too and we tasted good success,” adds Singh.
Kidzania’s doles out 80 per cent of marketing spend on print and radio, while the booming digital media gets 15-20 per cent of the pie. “Digital media is booming and we are certainly strategising to make more use of the medium. Marketing strategy differs from time to time and so does the spend. We target across the socio economic class of India and all the marketing campaigns are targeted to them,” opines Singh.
Kidzania has more than 1,47,000 likes on its Facebook page. All the creatives and strategising is done by Kidzania’s in-house marketing team.
Reports predict an increase of four per cent over the next five years in the average Indian’s spend on recreation, which brings a lot of optimism to the sector. New players are coming in and existing conglomerates are expanding their base by invading into new territory. The enhanced competition is a compliment, feels Singh. “The sector has a lot of potential and in the next few years it will take a good shape. We are expanding to NCR by the start of next financial year (2016) and then we have plans of launching in the south too. The economic condition of the country is growing substantially, disposable income is increasing and that’s why I feel the sector has a lot of potential,” he adds.
The months of December and January attract maximum visitors, but footfall remains constant throughout the year. “When schools are on, we get a lot of school excursions so the footfall more or less remains the same. We already had more than 300 schools visiting us, there are different packages, which we offer and all of that depends on the number of students coming in. Besides excursions, Kidzania is emerging as the destination for birthday celebration,” concludes Singh.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
