ADAG pumps Rs 70 mn in BIG Cinemas rebranding exercise

MUMBAI: Reliance Anil Dhirubhai Ambani Group (ADAG) has officially re-branded Adlabs Films’ cinema chain as BIG Cinemas with the tagline Ab Bada Mazza Ayega. The campaign announcing the brand name change will be rolled out next week. A total investment of approximately Rs 60 – 70 million (Rs 6 – 7 crores) will be pumped in create awareness about BIG Cinemas.

Speaking to, BIG Cinemas COO Tushar Dhingra says, "This is by far the largest re-branding campaign that has happened in India for any entertainment company. We will be looking at investing at least Rs 60 – 70 million in a 360 degree campaign comprising print, TV, OOH, radio, etc."

The rollout will happen simultaneously on 28 October, 2008 across BIG Cinemas’ 73 properties in India, totaling 186 screens and 71,000 seats. The new brand has been designed by Singapore-based international creative agency Bonsey Design. The ads have been conceptualised by McCann Erickson, India.

On 28 October, BIG Cinemas’ patrons across the country will see a transformation in BIG Cinemas signages, collaterals and all promotional material including TV, radio, print, outdoor and online campaigns, reflecting the new brand. A new website has also been launched –

Adlabs Films CEO Anil Arjun 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.

Dhingra added, "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 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."