Conceptualized by Publicis Capital, the new TVC carries the tagline ‘Book Na Kiya Toh’ to strengthen the brand’s focus on the mobile channel
BestMediaInfo Bureau | Mumbai | November 2, 2015
Online travel company MakeMyTrip has launched an all-new 360-degree campaign focusing on ‘The Great Indian Getaway’, India’s first and largest app-only travel sale. With a tagline that reads ‘Book Na Kiya Toh’, the TVC showcases how consumers are ready to grab attractive travel offers and make the most of this unique concept. The campaign has been conceptualized by Publicis Capital.
Saujanya Shrivastava, CMO, MakeMyTrip, said, “We have launched India’s biggest app-only travel sale and are very excited to provide the widest range of travel options at the best prices to our customers. Over the last couple of years, we have strengthened our focus on the mobile channel as a growth driver and our new marketing strategy is a reflection of the company’s mobile strategy.”
The campaign reflects the company’s strong connect and deep understanding of Indian consumers along with the width of its travel solutions. The brand film went live on TV, print, social media and digital platforms from October 27. The 20-second TVC will be on air for a week on GECs, news channels and movie channels.
Joy Mohanty, National Creative Director, Publicis Capital, said, “The idea was to create a sense of urgency that all of India wanted to be part of ‘The Great Indian Getaway’, and the film shows excited people getting ready to travel, some even in their scuba suits. Also, a jingle was created that spoke about not being left behind – ‘Book na kiya toh ghar baithe reh jaaoge’ – a situation that India's growing tribe of travellers never wants to be in.”
Creative Agency: Publicis Capital
National Creative Director: Joy Mohanty
Creative team: Joy Mohanty, Pranjal Bordoloi, Natwar Singh
Production house: Old School Films.
Director (film): Shiven Surendranath
Jingle: Clinton Correjo