Mindshare wins media duties of Adlabs Imagica

Located on the Mumbai-Pune Expressway, the theme park offers themed attractions, landscaping, dining, retail, ambient music, interactive installations and merchandise.

Mindshare, the GroupM-owned media agency, has won the media duties for theme park Adlabs Imagica. The WPP agency will be responsible for the media planning and buying for the theme park that was launched early last year.

Ravi Rao, leader, South Asia, Mindshare, says, "The theme park comes at an opportune time to meet the growing demand for new and exceptional family entertainment avenues. We look forward to helping them grow the brand further with the use of new and innovative media strategy."

Kapil Bagla, CEO, Adlabs Entertainment, states, "Mindshare topped our list when it came to choosing a media partner. We are confident they will help us extend the brand and engage wider audiences."

Imagica is driven by a whole world of fantastical themes to bring Indian families experiences that they have never had before. It boasts of world class international designers, the best architectural elements and the most exciting novel attractions to rival any park in the world.

Located on the Mumbai-Pune Expressway, Adlabs Imagica is a theme park offering themed attractions, area design, landscaping, themed dining and retail, ambient music, character design, building facades, props, interactive installations and merchandise. The park has 21 attractions and rides and five themed restaurants.

Mindshare is a global media and marketing services network with billings in excess of $27.8 billion (source: RECMA). The network consists of 113 offices in 82 countries throughout North America, Latin America, Europe, West Asia and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands.