n a move to reposition itself, EsselWorld, India�s largest amusement park on the outskirts of Mumbai, has decided to sell "the EsselWorld experience" rather than "the expanse of its rides". Promoted by the Essel Group of companies, the EsselWorld communication has traditionally emphasised that it offers rides, which till now were only possible abroad. It had promoted its Zyclone, Zipper Dipper, Telecombat, Aquablast, Octopus Monster and other rides, promising that they would �recharge your emotions�.

Recent research by the company shows that the advertising so far did not "highlight our core values of fun and entertainment" according to Sirish Deshpande, vice-president, sales & marketing, EsselWorld and Water Kingdom. The line for EsselWorld will now be �It�s your world�. Deshpande feels that mentioning rides in a piece of communication is more �selling� than �brand building� and will therefore be left out of the new campaign. Although these rides are great crowd pullers - the company claims it gets 6,500 footfalls (both parks combined) every day - Deshpande says it�s time the company drove home the point that the brand EsselWorld is bigger than its individual rides. ... more