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Cleartrip Local’s new TVC gives answer to ‘what’s happening, lots happening’

Mullen Lintas has conceptualised the new television commercial that revolves around the insight that most of us today are at a loss to find something fun to do. The biggest hook, therefore, was to bring out the brands positioning of various services available under one roof

BestMediaInfo Bureau | Mumbai | July 18, 2016

Cleartrip-Local Click on the image to watch the TVC.

Developed by Mullen Lintas’ Bangalore team and to educate the consumers about its new offering, Cleartrip has launched a new brand film that delves on the key brand proposition of offering various services under a single roof.

Cleartrip, which was one of the first portals to ease travel plans by offering a clean, simple, and fast solution for booking flights, hotels, and allied services, has now taken on the challenge of making the lives of its customers more fun within cities throughout India. Its latest offering Cleartrip Local is known to offer more than 20,000 things to do in 50+ cities ranging from activities, fitness, to eating out and events -- all under one roof.

The film revolves around the insight that most consumers today are genuinely at a loss to find something fun to do. Besides the mundane pastimes of movies and malls, there were not many activities that they were aware of taking place in their vicinity. The biggest hook, therefore, for the communication was the discovery of the product itself. The film thought thus has been kept highly colloquial, which has the ability to enter regular conversations of people and fit into their world rather effortlessly.

Subramanya Sharma Subramanya Sharma

Commenting on the campaign, Subramanya Sharma, Chief Marketing Officer, Cleartrip, said, "Cleartrip Local is about catering to the ‘here and now’. We brainstormed about moments of truth which included the fear of missing out, illusion of ‘same old, same old’ in the city, and the mirage of complete knowledge of what’s happening around. And one line resonated with a lot of us and that is, ‘You are a stranger in your own city’ and out came the central idea for the campaign -- “What’s happening, lots happening.”

Sharma further added, “Also, while the core idea was nailed, we were worried about the execution as most ideas falter at this stage. But Shriram Iyer and team meticulously planned the details so much that the film came out exactly the way it was visualised in the storyboard. Creativity with perfect execution -- we couldn’t ask for more."

Shriram Iyer Shriram Iyer

Shriram Iyer, National Creative Director, Mullen Lintas, said, “The product is so one-of-a-kind, that it pretty much wrote the line ‘what’s happening, lots happening’ itself. Use the app and you’ll know it, there’s seriously some crazy amount of things to do in your own city. Our task then, was to crack a device to tell this in an engaging manner. And we tried doing that by literally bringing this alive by showcasing crazy activities in an impossible environment. And the Gujarati rap simply tied it all up in a nice, quirky bow.”

The film begins the protagonist going on with his everyday life but is confronted with people around him pursuing their passions. Whether it is go-karting, kayaking, pot-making, yoga or even dining out at a venue of choice, people are shown doing what they love doing best when they are free. The protagonist is bemused on all these activities taking place around him and wonders what’s really transpiring. The voiceover then summarises by saying that on Cleartrip Local app, there’s lots happening.

The ad film will be promoted on the television, radio and the digital front.

The TVC:



Agency: Mullen Lintas Bangalore

Creative: Amer Jaleel, Shriram Iyer, Santosh Ramakrishnan, Shyamraj P, Mayank Bhayana, Satyajit Ganu

Account Management: Kishore Subramanian, Rose Mampilly

Planning Team: Sushma Rao

Production House: Bubblewrap Films

Director: Jayant Rohatgi

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