Every roller coaster ride is a story.
Challenge
When Adlabs decided to launch India's premier theme park Imagica, selling massive rollercoasters to an audience used to smaller parks was an uphill battle. The challenge to us was shifting the lens from functional rides to emotional value while justifying the premium price point in a highly value-conscious market.
Insight
We realized that Indians don't actually pay for adrenaline; they pay for shared memories. A ride may last for three minutes, but the story is retold for decades. Magic doesn't reside in the attractions, but in the stories that people experience.
Idea
We crafted the platform of "Kahaaniyaan Banti Hain" (Where Stories Are Made) by bypassing the boring theme-park tropes of wide-eyed teenagers on giant swings. We positioned Imagica as a huge theater where every single visitor becomes the hero of their own story. We reminded prospective visitors that investing in a trip to Imagica wasn't a frivolous expense, but a lifetime of family lore.
Execution
We launched a series of films that play exactly like trailers of family dramas. By seamlessly blending visual spectacle with relatable human stories, we gave the theme park a beating heart.
Brand
Adlabs Imagica
Campaign
Kahaaniyaan Banti Hain
(Where Stories Are Made)
Agency
Leo Burnett
Role
Copywriter