Conceptualised by Publicis Worldwide, the campaign aims to strengthen MakeMyTrip’s leadership in the hotel bookings segment
BestMediaInfo Bureau | Mumbai | March 30, 2016
MakeMyTrip has unveiled its new campaign with brand ambassadors Ranveer Singh and Alia Bhatt. In line with the company’s aggressive efforts to tap into the hotel bookings segment and further build on its leadership position, the brand campaign aims to drive consumers to shift from offline to online for hotel bookings. As part of this campaign and in a move to further strengthen its brand imagery, the company has also refreshed its logo.
The campaign comprising two 45-second TVCs has been conceptualised by Publicis Worldwide.
The hotels segment in India is underpenetrated and highly fragmented. Over the last year, the market has exploded as a result of increasing mobile penetration and adoption. According to a recent report by Millward Brown on the Indian hotels segment, MakeMyTrip has emerged as the leader with 25% online hotels market share among all OTAs. As the market leader, the company therefore is looking at category expansion by tapping audiences who are not in the online space as yet.
The campaign highlights compelling and relevant benefits of booking hotels on MakeMyTrip such as widest range of hotels to choose from, great deals, trust and reliability, all of which are key drivers of online hotel bookings. The high decibel national multimedia 360-degree campaign is being heavily promoted on TV, Radio, Outdoor, Social Media and Digital platforms from March 20.
Saujanya Shrivastava, CMO, MakeMyTrip, said, “As market leaders, we have taken on the task of online hotel category expansion. The campaign seeks to catalyze the shift of offline to online by providing tangible reasons to non-users and fence sitters to come to MakeMyTrip for their hotel booking requirements. The campaign marks the debut of our new brand ambassadors Ranveer and Alia. They truly represent the new age Indians – confident, bold and dynamic. They are a great fit with the brand and we are sure that through this campaign, we will also inspire more of India to travel!”
Talking about the new logo, Shrivastava said, “MakeMyTrip has become a mainstay for Indian travellers, has strong equity and has fuelled the travel ambitions of customers. The new logo is a reflection of an ecosystem that has evolved over the past decade, younger audiences, high mobile penetration and high customer propensity to undertake leisure travel. The new logo is younger, fresh and future ready.”
Talking about the creative concept, Bobby Pawar, Managing Director, South Asia, Publicis Worldwide, said, “We focused on a singular fact that the brief pointed to a large part of travellers prefer to walk into a hotel and book. They believe that they can get a better deal ‘directly’. The idea was create dissonance in these over confident travellers and dramatically highlight the inadequacy of this ‘direct’ approach while reinforcing the MMT advantage. The presence of Ranveer and Aliya allowed us to create the histrionics required for this dramatization.”
Commenting on becoming the company’s brand ambassador, Ranveer Singh said, “I have always had the wanderlust in me since my teens. I believe travelling is the best way with which one can broaden their horizons. If there is one thing that I would want to do with my life-it is to travel the world, see new places, meet new people and learn about new cultures. Once you have got wanderlust in your blood, you have got it for life!”
On her part, Alia Bhatt said, “MakeMyTrip has brought the world to the tip of our thumbs. I love travelling and I look forward to an incredible journey with MakeMyTrip.”
The campaign will have high visibility and activate every possible touch point with the consumer. The TVCs are running across GECs, News channels and print. It will also have prominent presence during the upcoming IPL. There will be an aggressive and sharply targeted outdoor plan, along with activations in the digital platforms as well.
KV Sridhar, Chief Creative Officer, SapientNitro, commented, “The campaign is nicely created. Both the actors have acted well. The point of offering good discounts is crafted nicely but the whole point is the fact that consumers are not looking for only discounts while they travel. Discounts are a part of the deal but consumers focus on experience as well. If they would have focused on creating something that would show what value MakeMyTrip could add in consumer’s travel then the campaign would have served the actual purpose. Also, everybody today is trying retain their identity to sustain in the competitive world. All that the brands want is to create awareness among their consumers and be on the top of their mind for the same.”
Creative agency: Publicis Worldwide
National Creative Director: Joy Mohanty
Production house: Chrome Pictures
Director (film): Amit Sharma
Producer: Poonam Wahi
Voiceover: Ranveer Singh
Language: Hindi, Telegu, Tamil, Kannada