MakeMyTrip's third Uncancel film weaves a touching tale of friendship

Conceptualised by FCB Ulka, the 'Rahul Finally Finds His Voice' film has also been released on digital platforms only

BestMediaInfo Bureau | Delhi | May 1, 2015

Click on the image to watch the TVC.

No one wants to cancel a planned trip, but it is a reality of modern-day travel, given hectic schedules and pace of life. MakeMyTrip launched the 'Uncancel' feature a little while ago that enables travellers to reschedule a trip with just a click, instead of cancelling it altogether. The feature has been conceptualised by FCB Ulka.

The Uncancel feature was launched through social media activation (including influencer and blogger engagement) and broad-scale digital advertising campaign. The entire campaign is centred on the powerful and emotionally resonant brand belief – “Some trips are more than just trips”. FCB Ulka has developed end-to-end communication, including customer care centre scripts, introduction mailers, digital banners, and the launch films.

Sachin Das Burma

Sachin Das Burma, Group Creative Director, FCB Ulka, remarked, “In advertising, we usually wait for the client to develop the product and give us the brief to create communication. But in this case, we took the lead in recommending a product, scoping out its features and then designing the entire communication package. We were lucky to have a client who trusted our vision and persevered through a long period of conceptualisation that involved massive changes at their end – in product features, processes and technology integration.”

The communication campaign includes three short films, expressing how a trip can be more than just a trip, with the protagonist facing an impending cancellation. The first two films – 'Khushmeet's First Beach Holiday' and 'Will Karan Get To Meet His Dad?' have already been released and have won many hearts with their emotional appeal.

Makemytrip wins hearts with its second 'Uncancel' campaign

The third film, which was released recently, continues in a similar vein and narrates the story of three close friends, who are roommates too – Sachin Waghmare, Saurabh Dasgupta and Rahul Swaminathan. While Sachin and Saurabh get jobs in the same office, Rahul is not selected due to his speech impairment. Not one to give up, he turns his passion for playing the harmonica into a career and gets a big break to play for a radio station in another city. Elated, his friends book their tickets to be with Rahul on his big day, but have to cancel their trip due to work commitments and have to be content listening to his performance on the radio. A call from MakeMyTrip informing the friends about the Uncancel feature gives them fresh hope to attend Rahul's first live performance and the three have a joyful reunion.

As in the case of the earlier two films, the 'Rahul Finally Finds His Voice' film has also been released on digital platforms only.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: MakeMyTrip.com

Agency: FCB Ulka (Delhi)

Group Creative Director: Sachin Das Burma

Creative team: Avinash Chauhan, Shahid Hussain, Lavanya Singh, Dibakar Das, Ravjot Singh, Muniza Tariq, Sharik Khullar, Bipra Das

Account Management: MN Damodaran, Rachin Mahendroo, Anjali Saxena

Agency Producers: Alpa Jobalia, Stanley

Production House: Storytellers

Director: Arun Gopalan

Producer: Zina Khan

Info@BestMediaInfo.com

Info@BestMediaInfo.com