The incumbent agency for Fun Cinemas is Everest Brand Solutions and the media duties continue to lie with Madison
Marching Ants has bagged the creative duties for Fun Republic. The incumbent agency was Everest Brand Solutions and the media duties continue to lie with Madison. Industry sources peg the size of the business in the region of Rs 4-5 crore.
Fun Cinemas are multiplexes owned by E-City Ventures. They are present at 14 locations in 11 cities with 50 screens. E-City Ventures also owns Fun Republic, which is based on the mall format and is suitable for larger cities. The format of Fun Republic includes food courts, fine dining restaurants, departmental stores, hypermarkets, music and gift shops and other direct retail activities, along with multiple cinema screens. There are currently only four Fun Republics in the country, located in Mumbai (Andheri), Ahmedabad, Lucknow and Chandigarh.
The media plan will include both below-the-line-activities and the use of traditional media, except television. It’s still undecided when the first print campaign will be out. Initiators such as ground activation activities have already started for the brand.