Mumbai: Wonderla, India’s premier amusement park brand, has unveiled its latest brand campaign, crafted by Talented Agency and directed by Nitin Menon. Inspired by the 🤯 emoji, the campaign features three fun-filled ad films that highlight the unmatched thrill of Wonderla’s rides, targeting youth, families, and children alike.
The films follow Muthuswamy, played by Bagavathi Perumal, a seemingly unimpressed man navigating through everyday situations—until he steps into Wonderla. That’s when the magic happens. His expression transforms from stoic indifference to absolute wonder, emphasizing that only Wonderla can truly unlock one’s inner child and deliver an experience as thrilling as the mind-blown emoji.
The ‘Mind-Blown’ Concept:
- The campaign creatively builds on Wonderla’s consistent brand device—the “blown mind” effect—seen in previous Onam and Dussehra campaigns.
- The soundtrack is a unique blend of classical Carnatic music and modern slang, performed by a 90-year-old Carnatic singer.
- No regional dubs were needed, thanks to familiar gibberish lyrics borrowed from different South Indian languages.
Wonderla is more than just roller coasters—it’s about immersive, high-tech experiences. The brand’s latest attractions include:
* Hyperverse – A 360-degree immersive VR experience (Hyderabad)
* Mission Interstellar – India’s largest LED-based immersive screen theatre (Bengaluru & Hyderabad)
* Recoil & Equinox – India’s most thrilling rollercoasters
Dheeran Choudhary, COO, Wonderla Holidays Ltd., shared,“At Wonderla, we’ve always believed in creating experiences that stay with our guests long after they leave the park. With this campaign, we’re not just showcasing our rides—we’re redefining entertainment itself. In a world dominated by passive, screen-based amusement, Wonderla offers something refreshingly real, exhilarating, and immersive. Whether it’s a child on their first coaster or an adult rediscovering their sense of wonder, we want every guest to feel truly mind-blown. This is just the beginning of our journey towards elevating Wonderla as the ultimate entertainment destination.”
Actor Bagavathi Perumal added, “Viewers won’t expect someone my age to convince them about rollercoasters! I love the unconventional choice of protagonist for an amusement park ad. Crew members couldn’t stomach more than one round of Recoil—I’m proud to have survived multiple runs for the right take. Wonderla truly has something for everyone.”
Pearl Alex, Creative at Talented, on the choice of protagonist, “We did not want to make another colourful amusement park ad featuring beautiful, smiling youth. So we did the exact opposite – the ad begins outside Wonderla, with an uncle, who never smiles. In fact, some rejected situations include Muthu uncle NOT smiling at a rave party, at a Turkish ice cream stall, and at a zoo as a dolphin kisses his cheek. Our audience might know what Wonderla looks like. The mindblow was a way to convey what it feels like (and what they’re missing out on.)”
Director Nitin Menon concluded, “Imagine getting on rollercoasters all day and calling it pre-production! This campaign was its own ride, where everyone understood their assignment—including Bagavathi Perumal, who nailed Muthuswamy’s eccentricity. Even our madcap background actors kept the crazy going. We spent sleepless nights perfecting the ‘Mind-Blow’ explosion—right down to the color, density, and debris. And that epic music? Sung by a 90-year-old Carnatic legend! This was the kind of amusement park ride you want to keep going back to.”
