India’s leisure industry is increasing its marketing investments by 25-30% as operators combat rising operational costs, with digital channels receiving the largest allocation. Theme parks and indoor gaming zones are facing economic headwinds, including 15% higher fuel prices and a 30% increase in weekend ticket fares compared to last year, per Exchange4Media.

“We’ve become more data-driven in where and how we spend,” Dhimant Bakshi, CEO of theme park Imagicaa World, said in a statement. “The bulk of our increased marketing budget goes into digital performance campaigns and personalization tools.”

This marketing pivot coincides with India’s establishment of a $1 billion fund to strengthen its creator economy, as announced by Information Minister Ashwini Vaishnaw.

Influencers Drive Conversion, Not Just Awareness

Theme park operators are increasingly deploying influencer marketing as a core revenue strategy, rather than merely for brand exposure. Imagicaa Entertainment maintains a 60:40 split between digital and traditional channels, with Instagram, YouTube Shorts, and Meta ads forming the foundation of their digital approach.

“Influencer marketing is not just an awareness tool but a conversion driver for us,” Bakshi noted. “Through tracked discount codes and campaign-specific landing pages, we can directly link influencer engagement to bookings.”

The strategy aligns with broader market trends documented by Qoruz research, which shows that India’s creator ecosystem expanded from 962,000 influencers in 2020 to 4.06 million in 2024—a 322% increase.

Regional Creators Unlock New Markets

Leisure brands tap regional influencers to reach beyond metropolitan centers. Imagicaa collaborates with creators like Sanket Bhosale and Mayur Jumani to develop content in Marathi, Gujarati, and Kannada, fostering stronger connections with audiences.

Meanwhile, Dave & Buster’s—an American restaurant and entertainment business that entered the Indian market earlier this year—takes a different approach, focusing on urban markets and collaborating with lifestyle, comedy, food, and gaming influencers.

Adaptive Pricing Models Complement Digital Strategy

Operators implement flexible pricing strategies to maintain accessibility despite inflationary pressures. Dave & Buster’s offers Half-Price Wednesdays and value-add options, while Imagicaa deploys flash sales through platforms including BookMyShow and Paytm Insider.

These pricing initiatives work in conjunction with influencer partnerships that feature tracked promotional codes, enhancing conversion metrics and attribution data. This provides leisure brands with clearer ROI measurements for their expanded marketing investments.