afaqs!

Big Cinemas: A big rebranding exercise

By Khushboo Tanna , afaqs!, Mumbai | In Advertising | October 27, 2008
Adlabs Cinemas has undergone a brand makeover and is now called Big Cinemas

Anil & #BANNER1 & # Ambani's Big Entertainment, which acquired Adlabs Cinemas sometime back, has decided to rebrand the cinema chain and call it Big Cinemas. The tagline of the cinema chain will be 'Ab Bada Mazza Ayega'. The rebranding is part of a process to unify the brand image, using 'Big' as a common factor.

A new campaign will roll out on October 28 to announce the launch of Big Cinemas across the country. Tushar Dhingra, chief operations officer, Big Cinemas, spoke to afaqs! about the new campaign: "The new campaign is not about the transformation of Adlabs Cinemas into Big Cinemas - it is more about the celebration of the arrival of Big Cinemas."

The creatives for the new campaign have been done by McCann Erickson, while the media duties are being handled by Mudra Radar, an independent unit of Mudra Max which provides customised media solutions to the Reliance ADA Group. McCann was appointed creative agency after the group called for a multi-agency pitch some time ago. A total of Rs 7 crore has been allocated to ads for the launch of Big Cinemas. The logo has been created by the Singapore based Bonsey Design.

Tushar DhingraSo why did the Reliance ADAG decide to rebrand the largest chain of cinema theatres in the country? Dhingra says. "Adlabs is Reliance Communications' only acquired venture; all its other projects are greenfield projects. We have a common identity for all our services, be it DTH or FM, and this adds value to all our businesses."

He talks about the new tagline and says, "The tagline is a normal conversational line, which is used by most people. As a cinema company, we are focused on taking the entertainment factor to the masses. We want to ensure that families come back to the cinema hall."

The company's philosophy of 'Think Bigger. Think Better', and the concept of using the word 'Big', started with its FM venture, Big 92.7 FM. All its other projects, except its gaming portal, Zapak, follow the 'Big' theme.

Dhingra talks about the philosophy of the brand: "We did a lot of research and it was a well thought out situation. The theme reflects what we stand for."

For the record, Big Cinemas has an international presence and is present in Malaysia, the US and Mauritius. It will soon be launched in Nepal as well.