By A Correspondent
MakeMyTrip hasunveiled its new campaign with brand ambassadors Ranveer Singh and Alia Bhatt.In line with thecompany’s efforts to tap into the hotel bookings segment and further build on its leadership position, the new 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 highlights compelling and relevant benefits of booking hotels on MakeMyTrip such aswidestrange of hotels to choose from, great deals, trust andreliability – all of which are key drivers of online hotel bookings.The high decibel national multi media 360 degree campaign will heavily be promoted on TV, radio, outdoor, social media and digital platforms from 20th March.
Rajesh Magow, Co-Founder and CEO-India said, “The year 2015 saw the online hotel bookings market opening up due to smartphone penetration and better bandwidth. At MakeMyTrip, we have witnessed phenomenal growth in our India standalone hotels business. In fact, in Q3 2015-16 alone, the transactions for standalone hotels booked on mobile increased by 756.4% year-on-year. We believe that this is just the beginning. The Indian hotels market is still highly underpenetrated and fragmented and we have made aggressive efforts to tap into this segment. Our current campaign is also reflective of our larger business strategy of rapidly growing our hotels business. With this campaign, we seek to bring new customers into the online hotel category .Our value proposition is that whatever be the customer need, they can find a hotel of their choice on MakeMyTrip – quicker and cheaperand our new campaign completely resonates with this philosophy.â€
Commenting on the new campaign, 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! “
The campaign will have high visibility and impactful 360 degree approach, activating every possible touch point with the consumer. It will be supported by an all rounded TVC campaign including GECs, News channels and high impact print exposures and a prominent presence across the IPL. There will be an aggressive and sharply targeted outdoor plan; along with activations in the digital platforms as well.
Talking about the creative concept, Bobby Panwar, 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.â€