The campaign, conceptualised by McCann Erickson, encourages users to avail of discounts on Yatra's hotel listings, instead of staying at a relative's place while travelling
The campaign, conceptualised by McCann Erickson, encourages users to avail of discounts on Yatra's hotel listings, instead of staying at a relative's place while travelling
BestMediaInfo Bureau | Mumbai | October 21, 2014
Click on the image to watch the TVC.
Yatra.com, an online travel portal, has launched a new TV campaign titled 'Ehsaan Mat Lo, Discount Lo', to create awareness among customers about the wide array of choices and discounts on hotel bookings it offers. The campaign, conceptualised by McCann Erickson, promises travellers the best stay at the best price, wherever they go in India and abroad. The TVCs were launched on October 10 and have a humorous tone.
Speaking about the brief to the agency, Kapil Batra, Executive Creative Director, McCann, said, “The insight behind the campaign is simple: when people visit a different city, their first preference is to stay at their relative's place instead of checking into a hotel. So, we came up with an idea that interestingly shows the extent of what relatives may expect in return of that favour.”
The first TVC shows the protagonist unpacking at the acquaintance's house. He overhears a conversation where the owner of the house is hatching a plan to get him married to her daughter. When he takes a look at the photograph of the daughter on a table, he starts packing up. At this point the tagline 'Ehsaan Mat Lo, Discount Lo' appears.
The second TVC also builds on the premise that nothing in the world is free. The video shows the protagonist arriving at his relative's doorstep in the hope of a free stay, when he learns that the owner of the house expects him to donate his kidney for a relative, in return of the hospitality provided. This causes him to flee.
Commenting on the launch of the new campaign, Sharat Dhall, President, Yatra.com, said, “Yatra.com has always been at the helm of change; we are constantly reinventing and adapting ourselves to suit the sensibilities of our customers. The latest TVCs focus on the range of offers/discounts that Yatra.com has on its assorted inventory of hotels. Based on our internal findings, 36% of our customers stay at their friends' or relatives' place instead of booking a hotel. The message 'Ehsaan Mat Lo, Discount Lo' aims to drive greater adoption of online hotel bookings among travellers.”
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