MxMIndia

Tag: Cleartrip

  • Seeks to create a workspace that reflects Cleartrip's brand ethos of simplicity and elegance

    I-AM wins workspace branding mandate of Cleartrip

    By A Correspondent

     

    Cleartrip has appointed I-AM, a multi-disciplinary branding and interior design agency, to manage its integrated workspace branding mandate. The mandate includes conceptualizing and executing the branding and communication concept for the new facilities in Cleartrip’s office in Bengaluru, spread across a total built-up space of over 35,000 sq ft.

     

    Said Ashish Dhruva, VP – Marketing, Cleartrip: “Being among the cleanest and the most clutter-free of e-commerce sites, Cleartrip’s passion for usability and elegant design have made it a firm favorite with tech-savvy consumers. Our goal with internal environment branding is to create a space where our young workforce feels inspired and valued for the contribution they are making to shape the world of travel. While offering a seamless travel booking experience to our customers, we also wanted to offer an equally inspiring place to our Cleartrip tribe to work from each day. We believe that I-AM understood this vision perfectly and we are pleased to partner with the agency for this internal branding exercise.”

     

    Added Brian Pinto, Country Head, I-AM: “It is an honour to win the mandate of conceptualising and executing the Cleartrip workspace branding. Our mandate is to bring alive the values of the company while ensuring that employees are aligned to the organisation’s vision.”

     

     

  • Its latest offering Cleartrip Local, is known to offer more than 20,000 things to do in 50+ cities ranging from activities, fitness, to eating out and events, all under one roof

    There’s lots to be explored on Cleartrip Local, says latest brand film by Mullen Lintas Bangalore

    By A Correspondent

     

    Cleartrip, which was one of the first portals to ease travel plans by offering a clean, simple, and fast solution for booking flights, hotels, and allied services, has now taken on the challenge of making the lives of its customers more fun within cities throughout India. Its latest offering Cleartrip Local, is known to offer more than 20,000 things to do in 50+ cities ranging from activities, fitness, to eating out and events, all under one roof.

     

    To educate the consumers about its new offering, Cleartrip has launched a new brand film that delves on the key brand proposition of offering various services under a single roof. Developed by Mullen Lintas Bangalore, the film revolves around the insight that most consumers today are genuinely at a loss to find something fun to do. Besides the mundane pastimes of movies and malls, there were not many activities that they were aware of taking place in their vicinity. The biggest hook, therefore, for the communication was the discovery of the product itself. The film thought thus has been kept highly colloquial, which has the ability to enter regular conversations of people and fit into their world rather effortlessly.

     

    Commenting on the launch of the new brand film, Subramanya Sharma, CMO Cleartrip Pvt. Ltd. said: “Cleartrip Local is about catering to the ‘here & now’. Mullen Lintas and us brainstormed about the local moments of truth which included the fear of missing out, illusion of ’same old, same old’ in the city and the illusion of complete knowledge around what’s happening around you. And this one line resonated with a lot of us – ‘You are a stranger in your own city’ and out came the central idea for the campaign – ‘What’s happening, lots happening’. Also, while the core idea was nailed, we were worried on the execution as most ideas falter at this stage. But Shriram Iyer and team meticulously planned the details so much that the film came out exactly the way it was visualised in the storyboard. Creativity with perfect execution – we couldn’t ask for more.”

     

    The film begins the protagonist going on with his everyday life but is confronted with people around him pursuing their passions. Whether it is go-karting, kayaking, pot-making, yoga or even dining out at a venue of choice, people are shown doing what they love doing best when they are free. The protagonist is bemused on all these activities taking place around him and wonders what’s really transpiring. The voiceover then summarizes by saying that on Cleartrip Local app, there’s lots happening!

     

    Sharing his views on the film idea & execution, Shriram Iyer, NCD – Mullen Lintas said: “The product is so one-of-a-kind that it pretty much wrote the line ‘what’s happening, lots happening’ itself. Use the app and you’ll know it, there’s seriously some crazy amount of things to do in your own city. Our task then was to crack a device to tell this in an engaging manner. And we tried doing that by literally bringing this alive by showcasing crazy activities in an impossible environment. And the Gujarati rap simply tied it all up in a nice, quirky bow.”

     

    The film has already gone live and will air on popular online & offline channels in the coming weeks.

     

  • The agency was appointed after a multi-agency pitch

    Cleartrip taps Mullen Lintas to drive its creative duties

    By A Correspondent

     

    Leading online travel company, Cleartrip has roped in Mullen Lintas to handle its creative duties. The agency was appointed after a multi-agency pitch and was chosen for presenting a communications strategy that was forward-looking and in line with the expectations of the company.

     

    The creative responsibility will be handled by the Bangalore office of Mullen Lintas.

     

    On appointing a new creative partner, Subramanya Sharma – CMO, Cleartrip said: “Consumers love us for the simple and superlative user experience, and we were looking for a partner to nurture and grow that. Mullen Lintas impressed us with deep consumer insights that they brought to the table, and complemented it with simple and crisp messaging. Also, their understanding of the underlying media ROI immensely helps performance oriented brands like ours get better returns for every dollar spent. As Cleartrip completes 10 years, we are excited to partner with Mullen Lintas and help take the brand to a mobile leadership position in the categories of travel & local.”

     

    On winning the new business mandate, Amer Jaleel, Chairman & Chief Creative Officer, Mullen Lintas said: “There was a twinkling of eyes and rubbing of palms and ping-pong of ideas right from the first conversation we had with Cleartrip that somehow told both sides that this was right. The effervescence was two-sided and the energy two-fold, evident in every facet of the partnership we have with Cleartrip.”

     

    Adding his views on the win, Virat Tandon, CEO, Mullen Lintas said, “Cleartrip is one of the pioneering digital brands of India. Over the years, they have been the first to bring innovations to the online travel business and provide a hassle-free experience to customers. We are very excited to partner Cleartrip and build a strong brand for the future as the Indian traveller looks for richer experiences.”

     

    Cleartrip is having a good run via its mobile & online platform in India. It recently launched “Local” on its app in India. Local, with its segments— activities, eat out, events and fitness— will help the company scale up faster. Cleartrip is targeting this segment to make up 50 per cent of its total transactions in the next three years.

     

    Cleartrip’s core travel business also did well on mobile in the Q4 (2016) quarter – air was up 53 per cent compared with the first three months of 2015 with hotels up by 64 per cent.

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: Cleartrip – book your holiday now

    Hrush Bhatt, Co-Founder and Director (Product Strategy) Cleartrip

    V. Sunil, Creative Director at Wieden+Kennedy

     

    Name of the Campaign/Ad:  Cleartrip – video stamps

     

    The Brief:  A quick reminder for people to book for the upcoming holiday season with Cleartrip’s simple and rather well-designed products.

     

     

    Research insights: In keeping with the brand’s soul, the video stamps take up only as little time as necessary to effectively remind people of Cleartrip’s products and what they do, while simultaneously providing a peek into the brand’s quirky personality.

     

    The thought process behind the creative: To establish and remind people of easy holiday booking option that cleartrip offers.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=73xH5s8JYX4[/youtube]
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=rclYQvR_rNU[/youtube]
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=d4fWIY3w7OQ[/youtube]
    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=gVV_AQLqFPo[/youtube]

    Media vehicles chosen: 360-degree approach

     

    Key issues kept in mind while executing the ad: Conceptualized by V. Sunil, Creative Director at Wieden+Kennedy (Delhi), these short films are nothing like the traditional television campaign format. The Cleartrip brand speaks in a tone and style that is true to its personality

     

    What is the differentiating factor about the ad? In keeping with the nature of the brand which is about easy booking, the ads are just of 10 seconds duration thus effectively communicating as fast as possible.

     

    Client comment: Cleartrip co-founder Hrush Bhatt said, “At Cleartrip, we’re always pushing the envelope to clear everything out of the way for your trip. Our products have always been built with one clear goal – to help you book your travel without getting in your way. The “It’s all Clear” video stamps are designed to tell people that when they book flights, trains and hotels, they should do it with a brand that’s simple, clutter-free and clear. It works better, it looks better, and it feels better.”

     

  • Cleartrip has appointed Samyukth Sridharan as President and Chief Operating Officer.

    Samyukth Sridharan joins Cleartrip as President and Chief Operating Officer

    By A Correspondent

     

    Cleartrip announced the appointment of Samyukth Sridharan as President and Chief Operating Officer. In this role, he will be responsible for providing leadership across the businesses.

     

    Mr Sridharan has a vast amount of experience in scaling businesses in a way that brings considerable value to the customer, the company release said, adding, “Having Samyukth join the team is a further endorsement of Cleartrip’s committed goal of making travel simple. We are optimistic that despite the considerable challenges that exist in the travel space today, Samyukth along with rest of the Cleartrip team, is equipped to provide the most innovative and useful travel experiences to all of our customers and partners.”

     

    Prior to Cleartrip, Mr Sridharan was at the helm of Sales and Marketing for over 18 years across a diverse range of industries spanning FMCG, Insurance, Advertising and Aviation.  Most recently, he served as Chief Commercial Officer at Spicejet, where he led the business expansion, making it one of the leading low-cost airlines in the country.

     

    An IIT Madras graduate with a Post Graduate Diploma in Management from IIM Bangalore, Mr Sridharan is a Marketing Major.