Wonderla Holidays Ltd., under the leadership of Arun Chittilappilly, has unleashed one of the most talked-about experiential campaigns of the year: the “MAJA METER”, a very energetic activation that turned a regular mall into a full-fledged arena of engagement.
Rather than passively promote itself, Wonderla flipped the script:
People were invited to scream the name of the brand inside a huge interactive installation that measured the enthusiasm and reacted in real time. The louder they screamed, the higher the “Maja” score was going; instant excitement, laughter, and curiosity were produced.
With crowds gathering to watch and to participate, the activation achieved what traditional advertising struggles to do: turn bystanders into participants and participants into brand advocates.
Why the Campaign Works: Neuromarketing Lens
From a behavioral science perspective, the “Maja Meter” hits several powerful triggers:
High-Decibel Stimulus → Emotional Arousal
These loud, energetic activities fire the amygdala, increasing arousal and enhancing emotional memory.
Public Participation → Social Proof
When people see others shouting and enjoying themselves, they just want to shout along with them, amplify the engagement.
Fun Interaction → Better Memory Encoding
Experiences that involve physical activity with an emotional response give longer-lasting, deeper brand recall.
This is not just advertising; it’s sensorial branding, where the sound, participation, and joy all work together to embed Wonderla into memory.
A Strategic Shift in Brand Building
The Wonderla campaign reveals one deep insight:
Where brand recall, emotion, and word-of-mouth are key objectives, high-energy experiential marketing will often outperform traditional digital ads.
Where digital ads optimize for rapid-fire clicks, experiential campaigns like the “Maja Meter” create:
- More profound emotional resonance
- More memorable brand associations
- Higher organic social sharing
- In-person virality
In a crowded digital world, physical experiences are gaining a powerful differentiator. Marketer’s Question: Do experiential campaigns produce greater brand recall than digital ads? Why or why not? Join the conversation — the future of brand strategy depends on it.
