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Picture this: You’re scrolling through social media and a video pops up on the feed of a person scuba diving at Goa or a group of friends enjoying a thrilling roller coaster ride. ‘Book this and more starting at Rs 999 only’ - the screen flashes and you already have made plans in your head. But with average fuel prices up by 15% and weekend ticket fares up nearly by 30% since last year - how are India’s theme parks and indoor gaming zones holding strong?
It’s all in the marketing - behind the steady footfall lies a wave of innovative strategies designed to draw you in. From gamified booking hacks to FOMO-soaked influencer blitzes, theme parks, indoor gaming chains, and adventure travel hubs are making ‘expensive fun’ feel like a smart spend.
According to experts, the marketing budgets of leisure brands are up by 25-30% with digital taking home the biggest share.
“Over the past year, we’ve increased our marketing budget by approximately 25–30%, with the bulk of this going into digital performance campaigns and personalization tools. Given rising customer acquisition costs and inflationary trends, we’ve become more data-driven in where and how we spend,” said Dhimant Bakshi, CEO of Imagicaa World.
He further shared an example - they have invested in programmatic display advertising and real-time remarketing, which helped reduce cart abandonment rates on the booking platform. They’ve also expanded their CRM and email automation suite through tools like WebEngage, allowing them to run hyper-targeted re-engagement campaigns—especially during birthday months, holidays, or lapsed user cycles.
The budget uplift also enabled bigger seasonal campaigns like ‘Imagicaa Summer Carnival’ campaign, which ran across OTT, social, radio, and regional outdoor formats, helping them clock one of the strongest seasons post-pandemic.
This was further reiterated by Shreya Malpani , Director of Marketing at Malpani group who said that for their newer ventures such as Dave & Buster’s which is an indoor leisure platform, their initial marketing investment was geared heavily toward brand awareness and buzz. Since then, their monthly spends are being fine-tuned based on performance marketing, influencer collaborations, city-based pages, and targeted in-city events.
Meanwhile, for their outdoor ventures (theme parks and water parks), their marketing budgets are seasonal and planned quarter-wise. “Q1 and Q3, which align with summer holidays and festivals, see the highest investment. Q2 and Q4 are leaner, with lower spends unless there's a long weekend or major festive window,” she said, adding that budgets fluctuate depending on new ride launches or large-scale activations. “Our marketing approach is agile and we shift spend based on what’s happening in the market, from school schedules to climate changes.”
According to Shradha Agarwal, Co-founder and Global CEO of Grapes Worldwide leisure brands in India are at a very interesting cusp of development, looking at the inexplicable boost the gaming sector is experiencing. Becoming invariably popular among the young cohorts, the sector overflows with immense opportunities for leisure brands. However, with many consumers being frugal with their discretionary spending, the brands should employ innovative marketing strategies to successfully tap the potential target audience.
She said, “It is essential that brands focus on devising engaging content highlighting compelling storytelling to capture the attention of the audience. They should take the alternative route of building on experiences, creating lasting memories rather than focusing on the product. Curating a narrative that develops an emotional connection with the audience can be a driving force, appealing to them to go for a first-hand experience of the activity.”
Division across mediums
At Imagicaa Entertainment, marketing efforts follow a 60:40 split between digital and traditional channels. On the digital front, the brand leans heavily on Instagram, YouTube Shorts, Google Display, and Meta performance ads.
On the traditional side, FM radio tie-ups—especially with Radio City and Red FM in Mumbai, Pune, and Nashik—continue to drive frequency during peak seasons. Strategic hoardings along the Mumbai–Pune Expressway, toll booths, and petrol pumps help capture high-intent audiences on the move. The brand is also experimenting with DOOH (Digital Out-of-Home) formats across malls and transit hubs to tap into high-footfall metro zones.
“Regional and vernacular storytelling is a major part of our growth strategy. Campaigns in Marathi, Gujarati, and Kannada have driven stronger emotional connections and better response rates, particularly for localized promotions like ‘Maharashtra Day Weekend Specials’ or ‘Navratri Fest Offers’,” said Bakshi.
He added that they have also leveraged regional influencers like Sanket Bhosale and Mayur Jumani, as well as family lifestyle creators from Pune and Nashik, to showcase the Imagicaa experience in a relatable, fun way. These creators help them reach Tier 2 and 3 audiences in their native languages and formats—be it reels, vlogs, or comic skits.
He shared, “Influencer marketing is not just an awareness tool but a conversion driver for us. Through tracked discount codes and campaign-specific landing pages, we can directly link influencer engagement to bookings, making it a core pillar of our marketing strategy.”
Meanwhile, for Dave & Buster’s, launch campaigns combined ATL and BTL efforts—including cinema ads, mall branding, newspaper inserts, and hyperlocal outdoor across key urban touchpoints. As the brand matured, the strategy shifted to a digital-first approach.
“Our focus is now on Instagram and YouTube, influencer-led content, and hyperlocal city collabs. We also tap into city-specific pages and curated event partnerships that resonate with our core audience,” said Malpani.
She further added that for them, influencer marketing plays a pivotal role. The brand collaborates closely with lifestyle, comedy, food, and gaming influencers to generate buzz and drive organic engagement. As an international brand, they maintain a consistent global identity in both tone and content. Regional communication isn’t a priority - the brand aims to appeal to a pan-urban audience that identifies with a cosmopolitan lifestyle.
Agarwal also highlighted the importance of leveraging social media platforms and said, “Moreover leveraging social media platforms such as Instagram, YouTube, Facebook, etc. strategically can help in expanding reach and amplifying visibility among the audience. Collaborations with relevant influencers, vloggers, etc., can further create a powerful impact on the target audience.”
For instance, Zostel recently launched Zo Trips – personalized curated trips for solo wanderers, friends and groups. Covering destinations from Spiti and Meghalaya to Vietnam and Bhutan, these hassle-free itineraries include everything from self-drive adventures to treks and concert-tied getaways, all powered by local experts for a richer, more authentic experience.
And, Wonderla which recently launched its ‘Mind-Blown’ campaign. The series of quirky films follows a man immune to excitement—until he visits Wonderla. His transformation from bored to blown-away captures the brand’s message: nothing thrills like Wonderla.
Pricing models
Dave & Buster’s is rolling out a suite of value-driven offers to keep the experience accessible. These include Half-Price Wednesdays, Happy Hours on drinks, and multiple rechargeable Power Card bundles that provide more value as customers top up. The brand is also doubling down on group booking packages for birthdays, office parties, and college outings, which have shown strong traction and are now being scaled up more aggressively.
Meanwhile, Imagicaa is leaning into agile pricing models and tactical offers to engage varied customer segments. Flash sales on platforms like BookMyShow and Paytm Insider have proven effective—one recent ‘Flash Friday’ promotion offering a 40% discount on theme park tickets triggered a 3X spike in conversions within 24 hours, according to Bakshi.
Bundled packages—like the ‘Family Fun Bundle’ combining park entry, meals, and hotel stays—are also driving high conversion rates on Imagicaa’s own website, boosting both convenience and per-capita spend. The brand further leverages digital couponing through partners like Cleartrip, HDFC SmartBuy, and Zomato Pro, tapping into the deal-seeking urban crowd. Strategic collaborations with influencers such as The Crazy Indian Foodie and Marathi content creators have enabled promo code-driven conversions, enhancing ROI tracking and campaign performance.
Agarwal also agreed that complementing the marketing strategy with discounts, limited-time or exclusive offers, can work in favour of the brands attracting the masses.
Despite rising costs in travel and entertainment, India’s leisure industry appears to be adapting through evolving marketing strategies and targeted pricing models. By leveraging data, digital platforms, and localized outreach, brands are finding ways to stay relevant and draw in audiences. As consumer behavior continues to shift, the sector's ability to balance experience with value will likely determine its resilience in the months ahead.
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