Televisionpoint.com Correspondent | Mumbai Big Entertainment has rebranded its cinema chain Adlabs Films and called it Big Cinemas with the tagline 'Ab bada mazza ayega'. The rebranding is part of a process to unify the brand image, using 'Big' as a common factor.
The entire rollout happened on October 28, across 73 properties throughout the country, totaling 186 screens and 71000 seats. 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.
Anil Arjun, CEO, Adlabs Films, says, "In line with the Reliance ADAG's philosophy for a single monolithic consumer entertainment brand Big, India is the first step in our international brand rollout and we will also roll out the chain across over 200 cinemas in US and Malaysia."
Tushar Dhingra, chief operating officer, Big Cinemas, says, "We feel that the brand's fresh new look will appeal to our wide range of guests from both metros and smaller cities alike. The emphasis is on giving our guests a larger than life or Big experience when they visit any cinema across the country."
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. A total of Rs 7 crore has been allocated to ads for the launch of Big Cinemas, and the logo has been created by the Singapore based Bonsey Design.
Big Cinemas also has an international presence and is present in Malaysia, the US and Mauritius. It will soon be launched in Nepal as well.
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