Imagicaa World Builds the Future of Experiential Entertainment

Like every other sector, India’s entertainment industry is evolving at a rapid pace. Theme parks and amusement destinations are no longer competing only on rides, but on immersive experiences, storytelling, and consumer engagement. Imagicaa World Entertainment is among the players adapting to this shift by expanding beyond traditional amusement parks through IP-led collaborations, indoor entertainment formats, and regional expansion plans.

Collaborations have become increasingly important across industries, including entertainment, as consumers now seek more relatable and experience-driven offerings. Highlighting this trend, Jai said, “Collaborations and partnerships are quite important for us. In today’s time, people are not just looking at rides; they want themes, nostalgia, and experiences they can relate to. That’s why we keep doing tie-ups with different IPs from time to time.”

The Collaboration Strategy 

Collaborations have become a key growth lever across industries, and for Imagicaa World Entertainment, strategic partnerships are helping redefine how consumers engage with theme park entertainment. Film integrations and character-led attractions to indoor digital entertainment concepts, the company is using IP-driven experiences to strengthen audience engagement and stay aligned with evolving consumer trends. 

One of its recent collaborations with Bhool Bhulaiyaa 2 brought the film’s theme into Imagicaa’s horror attraction, with actors Kartik Aaryan and Kiara Advani visiting the park for the launch. The integration generated strong visibility and became a major attraction for visitors. 

As Jai commented, “Recently, we collaborated with Bhool Bhulaiyaa 2 for an integration at our horror attraction in the Theme Park. Kartik Aaryan and Kiara Advani visited Imagicaa for the launch integration, which became a strong attraction and talking point for audiences. Similarly, we have partnered with Chhota Bheem for a themed coaster and merchandise, which connects very well with children as they instantly recognize the character from TV and digital platforms. Such IP integrations help us stay relevant and connected with evolving consumer trends.”

Imagicaa World has also partnered with Hello Park, an indoor digital entertainment concept for children aged 3 to 13 years. The company is all set to launch Hello Park by Imagicaa World Entertainment inside malls across multiple Indian cities as part of its broader indoor entertainment strategy. 

Jai highlighted, “We have partnered with Chhota Bheem for a themed coaster and merchandise, which connects very well with children as they instantly recognize the character from TV and digital platforms. Such IP integrations help us stay relevant and connected with evolving consumer trends.” 

Key Factors 

Imagicaa World Entertainment has witnessed steady momentum in its business performance over the past year, supported by rising footfalls, expansion through newer properties, and continued investments in infrastructure and marketing. The company’s recent growth highlights the increasing demand for experiential entertainment across India, particularly among school groups, corporate visitors, and family audiences. 

As Jai Malpani Shared, “Quarter 4 has been quite positive for us, with footfalls increasing by around 6 to 8%. This growth was largely driven by school groups and corporate visitors, which we cater to during the season. This financial year also looks promising because, unlike last year, there has not been an early onset of monsoon, and the weather conditions are more favourable.”

Additionally, recent property additions such as the Indore park, launched last year, are now expected to contribute for a full financial year. Imagicaa World has also increased its marketing investments for the property in order to strengthen visibility and consumer reach. 

Jai added, “Additionally, our newer parks like Indore, which launched last year, will now contribute for a full financial year. We have also invested significantly in marketing for that property. Alongside this, we are investing up to Rs 100 crore in Shankus Water Park in Ahmedabad, which should further strengthen our revenue and footfall growth going forward.”

Expansion Plans 

With plans to invest Rs 100 crore in Shankus Water Park as part of its next phase of growth. The company has also secured an 11-acre land parcel at the Sabarmati Riverfront, which is expected to become another major investment project during the current financial year.

Jai Stated, “We are actively pursuing expansion opportunities. The Rs 100 crore investment in Shankus Water Park is one of our immediate growth plans. We have also been awarded an 11-acre land parcel at the Sabarmati Riverfront, which will become another major investment this financial year.”

The Partnerships Winning Audiences

Among its various collaborations, Imagicaa World Entertainment said the Bhool Bhulaiyaa 2 integration generated strong customer engagement, particularly from a branding and visibility perspective. The themed integration at the park’s horror attraction became a major talking point among visitors following the launch featuring Kartik Aaryan and Kiara Advani.

The company also highlighted that its Chhota Bheem-themed attraction has continued to perform consistently over the years.

Jai explained, “The Bhool Bhulaiyaa 2 integration worked very well from a branding and visibility perspective, especially for the attraction associated with it. Apart from that, our Chhota Bheem-themed attraction has consistently performed well over the years. Kids are able to connect with the character immediately, making it highly engaging.”

Inside Imagicaa World’s Next Growth Phase

With a vision to become one of India’s largest out-of-home entertainment companies across both outdoor and indoor entertainment formats, Imagicaa World Entertainment continues to expand across multiple entertainment categories while strengthening its leadership position in the sector. 

Jai concluded, “Our vision is to become one of India’s largest out-of-home entertainment companies across both outdoor and indoor entertainment formats. We want to continue expanding across multiple entertainment categories while strengthening our leadership position in the sector.”