Yatra promises to 'create happy travellers'

The travel portal has rolled out a new TVC created by TBWA aiming to make it more than a transactional portal

Neha Saraiya | Delhi | September 28, 2011

With the holiday season approaching, Yatra.com has unveiled a new campaign centred round the theme of 'creating happy travellers'. As a repositioning strategy, the campaign steers away from the transactional nature of travel websites, linking it back to what Yatra.com actually provides as a service.

While the previous campaign was more focused on increasing the brand's visibility in the ticketing space in the domestic market, the new campaign is designed to reposition the brand as an overall travel solution provider, right from hotel bookings, travel packages to air ticketing, etc.

Commenting on the premise of the campaign, Pratik Mazumder, Head - Marketing & Strategic Alliance, Yatra.com, said, “The idea is to deliver hassle free travel and reinforce Yatra.com as one of the most prominent travel brands. We conducted an in-house survey, which included people who share information on packages with customers, people who design customised packages for mid-level and senior-level managers. Their interaction with customers suggests that hassle free travel is the key to a repeat visit from customers, and with this campaign we aim to reiterate our focus on every detail that leads to an enjoyable and hassle free travel.”

The creative agency, TBWA was also briefed on the notion of creating not just transaction, but an entire series of experiences. Said Sangram Rakshit of TBWA, “We were asked to help Yatra.com make the transition from a ticketing interface to a complete holiday planning provider. The company has a wide range of travel options and is backed by strong service network of retail outlets and 24x7 phone support. However, it had become one of many ticketing portals and we had to break out of this mould.”

The 30-second commercial, shot in Bangkok, highlights meticulous details like 'pick & drop', 'accommodation' and 'food' that the company considers while planning a holiday for consumers.

Talking about the next phase of the campaign, Kunal Gill, Executive Creative Director, TBWA, said, “The first step of 'Happy Travellers' was to give the brand a raison d'être. The next level would obviously be to fashion the communication into driving retail behaviour at one level, and at another level move the brand into the next phase of consumer relationship.”

The company aims to achieve higher TOM recall along with increase traffic on the website with this campaign.

Yatra.com has outlined a budget of Rs. 50 crore for the 360-degree campaign, spanning Print, TV and Outdoor mediums. In addition, the company has even modified the logo, adding “Creating happy travellers” as a text to it.

The agency has also released a director's cut of 45 seconds slated to run in movie theatres across the country.

Credits:

Executive Creative Director: Kunal Gill

Creative Director(s): Rishi Chanana

Art Director(s): Pankaj Bhagat, Ajay Bharti, Akash Swami

Copywriter(s): Kunal Gill, Gaurangi Mathur

Director: Sabal Singh Sheikhawat

Director of Photography: Shanker Raman

Post Production: Amrik Marbaniang

Production Company: The Big Picture Company

Production Company Producer: Shanta Rana

Executive Producer: Jai Sheth

Office Head: Sangram Rakshit

Client Services Director: Manish Tilwani

Account Director / Account Executive: Geetika Jatta/Aditi Kaushik

Neha@BestMediaInfo.com

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