MakeMyTrip, the travel company unveiled its new campaign with its brand ambassadors Ranveer Singh and Alia Bhatt. The new brand campaign aims to drive consumers to shift from offline to online for hotel bookings. As part of
this campaign and in a move to further strengthen its brand imagery,
the company has also refreshed its logo.
Speaking about the new campaign, Rajesh
Magow, Co-Founder & CEO-India said, “The Indian hotels market is
still highly underpenetrated and fragmented and we have made aggressive
efforts to tap into this segment. Our current campaign is also
reflective of our larger business strategy of rapidly growing our hotels
business. With this campaign, we seek to bring new customers into the
online hotel category .Our value proposition is that whatever be the
customer need, they can find a hotel of their choice on MakeMyTrip –
quicker and cheaper and our new campaign completely resonates with this
philosophy.
The
campaign highlights compelling and relevant benefits of booking hotels
on MakeMyTrip such as widest range of hotels to choose from, great
deals, trust and reliability – all of which are key drivers of online
hotel bookings. The high decibel national multi media 360 degree
campaign will heavily be promoted on TV, Radio, Outdoor, Social Media
and Digital Platforms from 20th March.
Commenting on the new campaign, Saujanya
Shrivastava, CMO, MakeMyTrip said “As market leaders, we have taken on
the task of online hotel category expansion. The campaign seeks to
catalyse the shift of offline to online by providing tangible reasons to
non-users and fence sitters to come to MakeMyTrip for their hotel
booking requirements.”
The campaign marks the debut of our new
brand ambassadors Ranveer and Alia. They truly represent the new age
Indians – confident, bold and dynamic. They are a great fit with the
brand and we are sure that through this campaign, we will also inspire
more of India to travel.
“MakeMyTrip has become a mainstay for
Indian travellers, has strong equity and has fuelled the travel
ambitions of customers. The new logo is a reflection of an ecosystem
that has evolved over the past decade – younger audiences, high mobile
penetration and high customer propensity to undertake leisure travel.
The new logo is younger, fresh and future ready,” added Shrivastava.
The story of the characters in the campaign has been brought to life by Publicis Capital, directed by Amit Sharma.
Talking about the creative concept,
Bobby Panwar, Managing Director, South Asia, Publicis Worldwide said,
“We focused on a singular fact that the brief pointed to – a large part
of travellers prefer to walk into a hotel and book. They believe that
they can get a better deal ‘directly’. The idea was create dissonance in
these over confident travellers and dramatically highlight the
inadequacy of this ‘direct’ approach while reinforcing the MMT
advantage. The presence of Ranveer and Aliya allowed us to create the
histrionics required for this dramatization.”
The campaign will have 360 degree
approach, activating every possible touch point with the consumer. It
will be supported by an all rounded TVC campaign including GECs, News
channels and high impact print exposures and a prominent presence across
the IPL.
There will be a targeted outdoor plan;
along with activations in the digital platforms as well. The TVCs will
be on air for a period of eight weeks on GECs, news channels and movie
channels.
Credit
National Creative Director: Joy Mohanty
Production house: Chrome Pictures
Director (film): Amit Sharma
Producer: Poonam Wahi
Voice Over: (if any) Ranveer Singh
Duration: 40 secs
Language: Hindi, Telegu, Tamil and Kannada
