Reimagining Imagicaa With technology and wonder
For Imagicaa, we created a new positioning “Badi Interesting Jagah Hai” by ensuring every lull became a moment of interest - driving new experiences, character play and revenue streams.
We utilized the otherwise dead 4-6 pm into Tubby’s Secret Party - an unused room turned into a character-led celebration where kids engaged with mascots, parents got a break, and Imagicaa gained a new revenue stream.
To amplify the park’s “interesting” core, we proposed ChooMantar- India’s largest magic festival. And to market it, we turned a routine email into an unexpected magic-themed reveal, lifting the 1.5% open rate.
Detective Bow Wow, a live animatronic crowd favorite, was taken online to interact with fans in real time making routine conversations unexpectedly fun.
We created 1800 personalised video replies from Bow Wow for queries, plans, offers and directions. Communication became entertainment that people loved sharing.