Reliance rebrands Adlabs as Big Cinemas

Reliance ADAG has rebranded its Adlabs Films' cinema chain as Big Cinemas. The new brand has been designed by Singapore-based international creative agency Bonsey Design.

"The entire rollout will happen on October 28 across BIG Cinema's 73 properties throughout the country, totaling 186 screens and 71,000 seats with the tagline 'Ab Bada Mazza Ayega' " the company said in a statement.

The company is also planning to foray overseas. The statement includes, "India is the first step in our international brand rollout. BIG Cinemas will also be rolled out across over 200 cinemas in the United States and Malaysia shortly."

"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 experience when they visit any Big Cinema across the country," BIG Cinema's Chief Operations Officer Tushar Dhingra said.

Simultaneously, the ad campaign, conceptualised by McCann Erickson, will break on the same day to support the rebranding exercise.

Reliance ADAG had acquired Adlabs Films three years back when it was operational in only three locations with 23 screens and it now operates as India's largest cinema chain with about 400 screens spread across India, the US and Malaysia.