Shree Advertising & Marketing takes up branding rights at Imagicaa theme park

Navi Mumbai based Imagicaaworld Entertainment that operates the popular entertainment theme park Imagicaa has signed on Shree Advertising & Marketing to undertake branding at the park for a period of five years. Imagicaa’s OOH media campaigns have been managed by Shree Advertising & Marketing.

Speaking about this, Dhimant Bakshi, CEO, Imagicaaworld Entertainment, said: “Guests at Imagicaa have a great time and have quality disposable time with friends and families. Thus, we believe this association will help marketers to tap into high involvement or experiential products and services as well. The decision to mandate Shree Advertising & Marketing, that comes with experience in this segment, was thus a simple one.” 

Talking about the collaboration and the potential outcomes from it, Tushar Gogri, CEO, Shree Advertising & Marketing, said, “We are elated to have tied up with India’s largest theme park as this will strengthen our media holding in the city, enabling us to offer multiple media vehicles to all clients and agencies. A few years back, the idea of shopping mall advertising was conceived by media owners and it is doing quite well. Taking a page out of this book, we intend to put a strong foot forward in the direction of establishing the country’s theme and amusement parks as non-traditional OOH media.”

He added: “Since we already had outdoor media in Navi Mumbai, we are now thinking of extending to theme parks across the country and provide a different kind of experiential media to all the clients and agencies. This is the objective behind this tie-up with Imagicaa.” 

The agency will work closely with Imagicaa to drive consideration and preference for the theme park as a non-traditional be-spoke advertising medium with newly differentiated, integrated ideas. Shree Advertising & Marketing is extending exclusive ride branding rights to their clients. Talking about branding, Gogri shared that Imagicca offers huge potential for varied kinds of brands, across segments including FMCG, banking & finance and real estate. 

In-park advertisement is a relatively new and untapped medium. Sharing his thoughts on this, Tushar said, “We consider this to be a new avenue for the OOH industry. We have seen lot of crowds coming to Imagicca even on weekdays, so it is not restricted to the weekends anymore. We have seen huge potential in in-park advertising and we are planning to get associated with all the theme parks across the country.”