Action Mania, an established amusement park was only attracting pre-teens and teenagers. Though happy with the response, the client now wanted to widen his target audience and attract adults as well. The brief therefore, was to establish Action Mania as an amusement park that thrilled not just kids, but adults too.

The idea was to appeal to the Indian sensibility of the adult generation.Back when they were kids, there were no electronic toys or video games in India. They had simple hand-made toys like tops and blow toys. The idea dictated itself from there on. We depicted these traditional Indian toys with a visual twist that showed how one could re-live that feeling of fun, but in an amusement park. Hand-drawn illustrations were used as they went best with the simple yet fun-filled days we were referring to. At the same time, the drawings helped the communication stand out and appeal to our core audience of kids as well.

The outdoor activity carried out at various locations had dramatic results: Adult walk-in improved by over 30% on weekdays and over 56% on weekends.

Surprisingly, the campaign also saw a dramatic 20% increase in our core target audience of pre-teens and teenagers.