Online travel portals MakeMyTrip (MMT) and Goibibo areaggressively promoting their campaigns during the on-going IPL season. Using big Bollywood celebrities and comedy as the tone of their campaigns, both the brands are talking about their new features. While Goibibo has roped in Deepika Padukone as the face of their brand, MMT has released a series of ads featuring Ranveer Singh, Alia Bhatt and Diana Penty.
Goibibo has recently appointed Publicis as their creative agency. The agency will lead the development of all campaigns for the brand from their Gurgaon office. “We have a long standing association with Publicis. The team has helped us deliver successful marketing campaigns for MakeMyTrip in the past, including the recent one on MakeMyTrip Assured Hotels proposition. Post the merger with the Ibibo Group, we have high impact marketing plans to pursue,” said Saujanya Srivastava, Chief Marketing Officer, Go-MMT Group.
In January 2017, The Competition Commission of India (CCI) approved MMT’s acquisition of the Ibibo Group. As per reports, the Ibibo Group has contributed around $82.5 million in cash to MMT. With this merger, top brands like MMT, Goibibo, redBus, Ryde and Rightstay have come under one umbrella.
In 2015, Publicis had won the creative mandate for MMT. Last year, the agency launched their first campaign with the Bollywood stars.
Talking about the creative concept, Nitin Pradhan, Head – Creative, Publicis Capital, said, “We wanted to communicate the current generation’s thoughts and actions when it comes to online behaviour, especially in the context of travel and bookings. However, trying to act and look cool to make the point would have been counterproductive and laborious. We thought of sending the message in a sweet ‘slice-of-life’ manner by contrasting the conventional ideologies. According to the situations, we thought the space could highlight new-age thinking effortlessly and make for some engaging, light-hearted moments of banter. It also allowed us to portray Deepikaas a relatable and young person instead of the superstar.”
In one of the campaigns, the focus is on Goibibo’s travel social network- GoContacts. It uses an element of subtle humour to highlight the benefits of the ‘GoContacts’ feature onGoibibo’s platform.In their recent ad, the story depicts Deepika’s aunt assumes that the protagonist is booking probable grooms instead of hotel rooms. This campaign highlights the message of travelling smart and sensible by using the Goibibo app.
In one of the ads, Ranveer Singh and Alia Bhatt are seen talking about MMT Assured Hotels, where the brand is guaranteeing neat and clean rooms, delightful services and a 24×7 hotline service. Through these services, MMT is removing the uncertainty that comes with booking hotel rooms online.
In the latest campaign, the ad talks about how one can get the best deals on international flights and hotel on MMT.
It is interesting to see, how both the brands have adopted similar creative strategy to reach the audience during one of the biggest cricket tournaments of our country.