Imagica partners Artha Animation, A Richer Lens for animated series

MUMBAI: India’s largest theme park destination Imagica is foraying into animation in partnership with Artha Animation and A Richer Lens Entertainment headed by Vivek Agrawal for an animated series.

The project aims to create an international quality animation series featuring the Stars of Imagica. The first series is slated to have 13 hours of content and will launch by the end of this year.

Adlabs Entertainment Jt. CEO Dhimant Bakshi said, “We are constantly progressing with the needs and wants of the new-age consumer, ensuring our consistent presence in their lives. We have received immense love and recall for our characters outside the park as well, through the merchandise setups. It is this affection that provides us the impetus to cut through the clutter and invest on more such content that gets us closer to our guests, not only when they visit us, but also outside the park through various platforms.”

Speaking about the association, Artha Animation CEO Gaurav Malhotra said, “We at Artha are really excited about the association, as Imagica has an enormous array of exceptional characters and our young & vibrant team is all set to bring these characters to life. We are pretty confident that kids across the globe are going to love the super adventure with Tubbby, Roberto, Bow Wow, Hippy, and others. We are thrilled to ink this new deal to bring highly entertaining series with immense fun and learning to the audiences and will bring surprises and delight the viewers as they see the first look in the coming months.”

Talking about the partnership, A Richer Lens Entertainment CEO Vivek Agarwal said, “We, at A Richer Lens, are passionate about creating high-quality content for children. Using a cross-platform, multimedia storytelling approach, we are truly excited about bringing to life Imagica’s beloved characters in a way that extends the thrilling Imagica experience into the homes and hearts of children everywhere.”

The association with Artha Animation and A Richer Lens Entertainment is a part of Imagica’s exemplary marketing campaign for character promotion. The 360-degree approach includes BTL activations in multiple schools, colleges, malls and corporate bodies in Gujarat and Maharashtra, along with the presence of character merchandise across Hamleys and Zontom stores as well as all major e-commerce outlets.

Imagica is associated with Cello for their Back To School products line with licensing of Imagica characters, and Havmor with a licensing deal of Imagica’s mascot, Tubbby to feature on Havmor ice creams. As part of its unique associations, Imagica has also ventured into a partnership with leading education and Innovation Company Neltas for their educational content for children in standard 2nd to 5th.