MakeMyTrip weaves an emotional peg for its 'Uncancel' feature

The innovative product feature, conceptualised by FCB Ulka, enables customers cancelling a trip to reschedule it instead, at no extra cost

BestMediaInfo Bureau | Delhi | March 20, 2015

Click on the image to watch the TVC.

No one wants to cancel a planned trip, but it is a reality of modern-day travel, given hectic schedules and pace of life. MakeMyTrip has launched 'Uncancel', touted as a first-of-its-kind feature that enables travellers to reschedule a trip with just a click, instead of cancelling it altogether. The trip can be re-booked at the original cost at a later date.

The feature has been conceptualised by FCB Ulka to enhance the company's reputation as a customer-focused brand. Research indicates that customers face significant disappointment and distress while cancelling their travel plans and facing the prospect of increased cost of re-booking at a later date. This is also a big deterrent from undertaking the trip again – a sentiment that cut across age groups.

FCB Ulka hit on the idea of 'Uncancel' to establish how MakeMyTrip understands and appreciates the emotions attached to a trip. This feature was launched through social-media activation (including influencer and blogger engagement) and broad-scale digital advertising campaign. The entire campaign is centred on the emotionally resonant brand belief – “Some trips are more than just trips”. FCB Ulka has developed end-to-end communication, including customer care centre scripts, introduction mailers, digital banners, and the launch films.

Sachin Das Burma

Sachin Das Burma Group Creative Director, FCB Ulka, commented, “In advertising, we usually wait for the client to develop the product and give us the brief to create communication. But in this case, we took the lead in recommending a product, scoping out its features and then designing the entire communication package. We were lucky to have a client who trusted our vision and persevered through a long period of conceptualisation that involved massive changes at their end – in product features, processes and technology integration.”

The communication campaign includes three short films, expressing how a trip can be more than just a trip, with the protagonist facing an impending cancellation. MakeMyTrip's Uncancel then provides a way out for the traveller to continue with their trip at a later date. The first film is already live, and has received considerable brand buzz. The two films to follow will also be released on digital platforms only – marking another first for MakeMyTrip.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: MakeMyTrip.com

Agency: FCB Ulka (Delhi)

Group Creative Director: Sachin Burma

Creative team: Avinash Chauhan, Shahid Hussain, Lavanya Singh, Dibakar Das, Ravjot Singh, Muniza Tariq, Sharik Khullar, Bipra Das

Account Management: MN Damodaran, Rachin Mahendroo, Anjali Saxena

Agency Producers: Alpa Jobalia, Stanley

Production House: Storytellers

Director: Arun Gopalan

Producer: Zina Khan

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