Adlabs Films, India's biggest cinema chain and a Reliance Anil Dhirubhai Ambani Group firm launched BIG Cinemas with the tag 'Ab Bada Mazza Ayega.'
The entire rollout will take place simultaneously on Tuesday, October 28, 2008, across BIG Cinemas' 73 properties throughout the country, totaling 186 screens and 71,000 seats. On Tuesday, BIG Cinemas' visitors across the country will see a major transformation in BIG Cinemas signages, collaterals and all promotional material including TV, radio, print, outdoor and online campaigns, reflecting the new brand.
Guests can make bookings on the new website www.bigcinemas.com. Over three million visitors are expected to visit a BIG Cinema in the next year and the brand change will be a significant transformation for them.
The new brand has been designed by international creative agency Bonsey Design based in Singapore. BIG has values of being multifaceted, world-class, vibrant and engaging. Its personality is fun-loving, infectious, refreshing and trendy. It is also in sync with the group's philosophy of 'Think Bigger. Think Better'.
Anil Arjun, Chief Executive Officer – Adlabs Films Ltd, said, "India's largest cinema chain is now clearly reflecting its place as part of BIG, the premier entertainment brand in India. In line with the Reliance ADA Group's philosophy for a single monolithic consumer entertainment brand 'BIG', India is the first step in our international brand rollout; BIG Cinemas will also be rolled out across over 200 cinemas in US and Malaysia shortly." All future cinemas will also be launched under the BIG Cinemas brand.
Tushar Dhingra, Chief Operations Officer – BIG Cinemas, added, "This is the largest consumer brand change in the entertainment domain. We feel that the brand's fresh 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 Big Cinema across the country and to give the brand a more relatable and approachable feel, in line with the strong tradition of thoughtful customer care we have been known for." |
