‘A journey is always more beautiful than the destination, no matter where you are headed.’
Each and every person has his or her own experiences and travel stories. Yatra.com, in its new television commercial, talks about the travel stories of different people thereby encouraging everyone to travel. The campaign with the proposition of ‘India ka travel planner’ was conceptualised by Ogilvy and Mather, Kolkata.
As a travel marketplace, Yatra caters to all types of travellers keeping in mind the change in behaviour and evolving needs of the consumers.
Sharat Dhall, COO (B2C), Yatra.com said, “With the launch of the new brand identity and the recent appointment of Kapoor as our brand ambassador, the idea is to create a brand connect with the new age Indian traveller and position Yatra as a versatile platform that has something to offer to everyone. Communicating the idea that we are ‘India ka travel planner’ is what the new campaign reflects.”
Vikrant Mudaliar, Chief Marketing Officer, Yatra.com said, “Yatra as a brand understands varied consumer preferences, hence, caters to all kinds of travellers and for all kinds of travel. Whether you are a conventional tourist, an experimental traveller or an adventurous explorer, you will always find a suitable solution on Yatra.com. The film in a very creative manner showcases the ever expanding portfolio of travel products which Yatra has and the contrasting target audience which it caters to, thus, making it India’s travel planner.”
Featuring Ranbir Kapoor, the one-minute long TVC opens with a family rushing with luggage to catch the train pushing Kapoor aside. Kapoor starts mumbling the song, Koi Nikal Pada. The TVC passes through various instances of travel from train to flight to sky diving to boating to Taj Mahal and Eiffel Tower; from the bus and car to reaching a five-star/ seven-star hotel. All these instances are built in an indoor studio. The film closes at the shot of a phone that slides through the various services provided by the online travel portal.
The ad film is set in a hyper-real realm, taking the viewers into a world that is magical and invokes fantasy, which is what travel is all about. Since Yatra and its ambassador Ranbir Kapoor both exude youthfulness, modernity and ease, the soundtrack of the film has been created in such a manner that it brings out these traits effectively.
Sumanto Chattopadhyay, Executive Creative Director, South Asia, Ogilvy & Mather said, “You can spot an Indian traveller a mile away. Whether he’s travelling in India or abroad, by train or plane, with family or solo, he carries his quirks with him -- almost like his own unique luggage. The Yatra campaign is a tribute to him. The accompanying song helps bring the Indian travellers’ quirky personas to life in an inimitable way.”
“We wanted to establish Yatra as a one-stop shop for every kind of traveller. Whether you are a conventional tourist, an experimental traveller or an adventurous explorer, you will always find a suitable service on Yatra.com. It is a versatile platform that has something to offer to everyone. It will not only book your tickets, but will also help you plan your holiday. That’s why, it is India’s travel planner,” added VR Rajesh, Executive Vice-President, Ogilvy & Mather.
Mudaliar also remarked, “Nowadays, there are numerous websites and mobile apps that help you book flight tickets and reserve hotel rooms. There are different apps for different kinds of holiday services. But what about an app that caters to every possible travel requirement at one go? Yatra is one such platform. It is a virtual marketplace where different kinds of travellers can avail a diverse range of services. From flight and train tickets, to buses, cabs and homestays, Yatra has something to offer to everyone.”
Creative Team: Sumanto Chattopadhyay, Executive Creative Director; VR Rajesh, Executive Vice-President; Sujoy Roy, Gour K. Mukherjee, Dhruv Mookerji, Amrita Dutta, Partha Pal, Rantideb Mukherjee
Account Management Team: Koyeliya Mukherjea, Priyanka Ghoshal, Anisha Dutta
Production House: Apostrophe Films
Director: Koushik Sarkar