Why crows envy Imagica-goers

The amusement park chain has launched a new identity.

Adlabs Entertainment (Adlabs) has changed the brand identity for its chain of amusement parks just ahead of the summer vacations. With a one-brand-one-destination approach, the theme park, water park, and the soon-to-be launched snow park will now have a new identity, all under the brand name Imagica.

Adlabs Entertainment's flagship brand Imagica, unveiled its new branding at Khopoli, Maharashtra. The new logo represents Imagica as a one-stop holiday destination, with all its brands under the single brand name of Imagica, and carrying the tagline 'Badi Interesting Jagah Hai'.

Although all the properties will now be under one brand, the individual properties will continue to carry their own logos as well -- the stars represent the theme park, the splash of water represents the water park, and the snowflakes represent the soon-to-be-launched snow park.

The company has released an ad highlighting the new brand message. The digital film is a quirky take on how human beings are a lucky species and get to do so many interesting things in life. Imagica uses the story to establish itself as 'Badi Interesting Jagah Hai' in a fun way.

Commenting on the new brand identity, Kapil Bagla, chief executive officer, Adlabs Entertainment, says, "Over three years, we have seen people come in anticipation and go back smiling, carrying back with them some happy moments. We have a scarcity of entertainment options across India, and Imagica has been created to fulfil this requirement. We want our consumers to not just come to a park, but to a magical destination that is sure to mesmerise and make them return."

Harjeet S Chhabra, chief marketing officer, Adlabs Entertainment, says, "The refreshed brand promise will establish Imagica as a unique and interesting destination. We are not in the business of theme parks. We are in the business of feeding people's imagination with magical experiences at the park. We are focussed and committed towards delivering a magical day that will be etched in the memory of our guests forever."

Located on the Mumbai-Pune Expressway, Imagica is a project of Adlabs Entertainment Limited (AEL), promoted by Manmohan Shetty. It is a holiday destination which offers a number of experiences in one place through its theme park, water park, snow park, and its hotel.