The entire communication strategy supported by a TVC is conceptualized by Euro RSCG; watch the TVC here.
Neha S | Delhi | April 12, 2011
MakeMyTrip.com has unveiled a new communication strategy that underlines its promise of creating memorable experiences for its customers apart from offering the best holiday packages and deals. The new tagline, ‘Memories Unlimited’ is being integrated in the company’s logo and will be featured in all future communication initiatives. The launch is supported by a TVC that went on-air last week.
The campaign captures MakeMyTrip’s positioning of a complete travel solutions provider offering premium holiday experiences that are unforgettable.
Talking about the new communication strategy, Mohit Gupta, CMO, MakeMyTrip.com said, “The central brand proposition for the new brand campaign is aptly captured by our new brand descriptor, ‘Memories Unlimited’. With this campaign, MakeMyTrip will reinforce its promise to deliver unlimited deals, destinations & holidays that will create unforgettable experiences for our customers. The centre piece of this campaign is our new TV commercial. We have retained the humorous & young tonality that our ads have always carried.”
The light-hearted TVC’s plot revolves around a man who has lost his memory and is being coaxed by his family members and doctor to remember something from his past. While he tries to remember his past, all that flashes in his mind are memories of enjoyable trips and holidays he has taken around the world. The man does not recognise his family members but the only name that comes to his mind is - MakeMyTrip.
“We travel for the 'experience.' A great experience means great everlasting memories. What is as fun as your holiday is diving into your travel photo albums for the rest of your life. And reliving each photo for its great moment, laughing, giggling, pulling each other's legs. Makemytrip ensures that your trips are remembered for the great happy experience that you expected when you planned your holiday. The new campaign builds on Makemytrip's reputation for best holiday packages at great prices and adds the benefit of wonderful, unforgettable memories”, said Satbir Singh - Managing Partner & Chief Creative Officer, Euro RSCG.
Creative Agency: Euro RSCG
Director: Rajesh Krishnan
Production House: Soda Films