Yatra.com's new TVC is a humorous sequel to previous campaign
Salman Khan is back again as Mr Yatra in the new multimedia campaign conceptualised by McCann Erickson
BestMediaInfo Bureau | Delhi | November 20, 2012
Online travel portal Yatra.com has unveiled a new TV campaign that brings back superstar Salman Khan as Mr Yatra. The humour-laden campaign focuses on leisure holidays and will showcase the best deals that will be available to you this season at Yatra.com.
Taking the excitement for travel enthusiasts to the next level, Yatra.com's new 360-degree marketing campaign is an extension of the previous TVC with Salman Khan. The new multimedia campaign has again been conceptualised by McCann Erickson.
The TVC takes the previous campaign story forward in a humorous way and has a refreshing feel to it. One sees Salman hanging from a building wall trying to crack the best holiday deal for you. Khan's impeccable sense of timing and his humour make the Yatra.com ads a favourite amongst his fans. The TVC repositions the brand as a provider of hassle-free holidays that make for a happy holiday.
Pratik Mazumder, Head of Marketing & Strategic Relations, Yatra.com, said,“Yatra.com's new campaign combines the excitement of a traveller with the delight of hassle-free booking and offers unmatched deals. In the last two years, Yatra.com as a brand has evolved successfully to create a niche as a one-stop shop for any travel needs. Post the success of our last campaign, we wanted to highlight the brand promise of leaving no stone unturned in getting our customers the best holiday deals in an entertaining and humorous manner that has become synonymous with Yatra advertising.”
Mazumder further said, “Abiding by the promise of creating happy travellers, customer satisfaction is our utmost priority. Not only, giving them what they are looking for but also surpassing the expectations have always been the sole motivation for us.”
Talking about the TVC, RanjeevVij, General Manager, McCann Erickson, said, “Post a remarkable success of our first campaign, this time our focus was to build recognition for Yatra.com's best price offerings and also increase traveller's likelihood of booking tickets through Yatra.com. In an attempt to overcome brand's share of voice limitations and create necessary buzz amongst travellers, it was imperative that the campaign conveyed our messaging in the most appropriate manner. We believe the approach we adopted while crafting the campaign was totally in synergy with the brand's requirements.”
Vij added, “The campaign is brought about in a humourous way by Salman Khan himself in his real avatar while leveraging from his reel avatar where he is seen as an epitome of commitment. The campaign presented him as cool, in-control and a forceful Yatra.com man where his sole motive is to get the best price for his customers. Having done it for ticketing, now Salman is out to commit the best holiday packages to Yatra.com customers in yet another humorous commercial."
The campaign will be extensively promoted through print, online, e-marketing and mailers.
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