The agency has won the account on the back of a multi-agency pitch.
Leo Burnett India has been awarded the creative duties of Adlabs Imagica and its upcoming, yet-to-be-named water park brand.
Kapil Bagla, CEO, Adlabs Imagica, says in a categorical statement, "As India's first entertainment theme park, we were seeking a partner who would not only be vested in conventional communication but also help us create and develop an overall category for such a unique brand. We are looking forward to partnering with Leo Burnett to help offer a complete, wholesome entertainment experience to our guests."
On winning the account, Saurabh Varma, CEO, Leo Burnett India, says, "As a HumanKind agency, we are always looking for work that excites us, work that helps us connect with people and not just consumers. To be quite frank, we were excited at the prospect of partnering this brand which is so much fun."
According to the agency, the Burnett team that was part of the pitch felt that fun brands like this change the agency's internal culture and every day working mood.
Launched in April last year with great fanfare, Imagica is a theme park that aims at offering family entertainment. Adlabs Imagica has been focusing on customer care and a one-stop entertainment destination as a core for its communication.
The Adlabs Imagica theme park in Khopoli was recently in the news when its ride called 'Bandits of Robin Hood' halted and tilted to one side, resulting in people getting hurt. With that still afresh in people's mind, here is a bit of damage control that Leo Burnett will have to do as well!