Online travel company MakeMyTrip has launched a new campaign with its brand ambassadors Ranveer Singh and Alia Bhatt, to encourage Indian travellers to choose and book from a wide range of alternative accommodations, including villas, apartments, homestays, hostels, cottages, farm stays and more through its app and website.
Targeted at the aspiring Indian traveller, the campaign highlights the salient benefits of alternative accommodations, in a fun and light-hearted manner through its brand ambassadors Alia Bhatt and Ranveer Singh.
The multi-platform campaign underlines how alternative accommodation options on MakeMyTrip will cater to varied travel interests and needs. From offering privacy to couples, value for money and sense of freedom to a group of friends, access to a private kitchen to a family with kids, the segment provides options to all travel cohorts to get an accommodation that aptly fits their needs.
Sunil Suresh, Group Chief Marketing Officer, MakeMyTrip, said, “A stay that suits your needs perfectly doesn’t just elevate your experience but is also a travel delight like no other. With over 1,70,000 choices of apartments, villas, hostels and homestays on our platform, everyone is sure to find a place that's just their kind of stay. It is this aspect of travel that we have brought alive through our campaign on alternative accommodations. We have expanded the accommodation choices to fit everyone’s travel needs. We are confident that the campaign will attract a large number of travelers to try these diverse stay options through our platform.”
In the TVC, Alia is seen in a quirky avatar, advising Ranveer ‘not to worry about space constraints as the booked villa or apartment will have enough room for everyone’. First in the series, the two commercials targeted at ‘group of friends’ and ‘large family’ successfully delivers the message that ‘travellers will never have to adjust or compromise with space and other accommodation needs while picking these properties. The campaign will be run across social media platforms, including Instagram, Facebook and YouTube among others.
A recent survey by the company revealed that more than 48% of travellers are most likely to book an alternative accommodation for their next trip.
Vipul Prakash, Group COO, MakeMyTrip Limited, said, “At a time when customers, especially millennials, prefer experiential travel choices — alternative accommodations are offering quality yet economical, offbeat options and it is only set to grow more popular within Indian travellers. As a platform, our endeavour is to empower our customer with more and more choices so that they always find the best fit at their one stop travel shop.”
Conceptualised by MagicCircle Communications, Hemant Misra, Managing Director of the company, said, “The campaign breaks set expectations from accommodations. For years, travellers know what to expect and where to compromise. With new accommodation offerings, MakeMyTrip breaks these ‘adjustments’ travellers make and delights them with new possibilities. The distinctive personality and style of the brand is brought alive by Alia and Ranveer.”
Client: MakeMyTrip Limited
Agency: MagicCircle Communications Pvt. Ltd.
Creative: Dheeraj Renganath & Natwar Singh (Executive Creative Directors), Saarthak Dutt (Creative Director – Copy)
Management: Hemant Misra (Managing Director)
Planning: Prashant Dharmarajan & Alankrita Narula
Account Management: Kunal Sharma & Ana Iman
Production House: Chrome Pictures
Director: Amit Sharma