Conceptualised by Publicis Communications, the brand film will be promoted on TV, social media and digital platforms. The TVC will be on air for a period of five weeks
BestMediaInfo Bureau | Delhi | April 28, 2015
After winning the creative mandate for MakeMyTrip last week, Publicis Communications has conceptualised a new brand campaign for the travel portal. The campaign objective is to strengthen the brand’s connect amongst existing travellers and drive its adoption among new consumers. Through this brand repositioning exercise and the new tag-line – ‘Dil Toh Roaming Hai’ – MakeMyTrip intends to be a travel partner that fuels the growing travel ambitions of customers at large.
The brand film shows people on vacation at different locations – a boat ride, a drive through snowfall, enjoying by the pool side – where they decide to take a break from the usual and let their hair loose. The film also integrates MakeMyTrip’s service offerings that enable a seamless and hassle-free travel experience. The voice over for the TVC has been given by actor and director Naseeruddin Shah.
The brand film will be promoted on TV, social media and digital platforms from April 27 onwards. The TVC will be on air for a period of five weeks on GECs, news channels and movie channels.
Commenting on the new avatar, Saujanya Shrivastava, CMO, MakeMyTrip, said, “MakeMyTrip has been instrumental in changing the way India travels. With the widespread adoption of online travel, it was imperative for us as the category leader to unearth a deep-rooted customer motivation and strengthen our association with customers. Leisure travel today is part of lifestyle discourse and there is a strong customer need to come across as ‘interesting’. Travel is a via media to increase the interesting quotient. Like financial or career ambition, people today have a travel ambition. The brand repositioning campaign seeks to partner the emergent customer in their growing travel ambition.”
On the new TVC, Shrivastava said, “Our new TVC, ‘Dil Toh Roaming Hai’, showcases how each one of us has a wandering heart with many latent travel desires. MakeMyTrip as the co-conspirator seeks to inspire consumers to give wings to their growing travel ambition. This will not only expand the travel category, but also catalyse the offline-to-online shift.”
The campaign will have high visibility and presence in the ongoing Indian Premiere League (IPL) tournament, and will be supported by digital and on-ground innovations.
The story of the characters in the ad campaign has been brought to life by Joy Mohanty, National Creative Director, Publicis Capital. Talking about the creative concept, Mohanty said, “There was a time when it mattered if you were well-read. Today, it is of great importance to people to be well-travelled, and to have a repository of experiences to draw from. It is this that creates the ambition, or a khwaish, that every person wants to fulfill. Our new commercial is about these little stories behind the journeys, the desire to travel for oneself, or for someone else. It is this ambition that drives a son to take his 65-year old mother to see snowfall for the very first time, or for deadline-chasing DINKs (Double Income No Kids) to lose themselves in the middle of nothingness. MakeMyTrip is the catalyst that helps fulfill these varied travel ambitions that are fast-growing in every corner of the country. And what better time to do this than the holiday season.”
Creative Agency: Publicis Communications
National Creative Director: Joy Mohanty
Production house: Early Man Films
Director (film): Soaeb Mohammed
Producer: Anand Menon