Travel portal Cleartrip is all geared for a strong communication, and plans to have a 360-degree approach. The commercial titled ‘No Hidden Costs’ for the brand has been created by Vivek Nayyar of Publicis India, and directed and produced by Sabal Shekhawat of Big Picture Company.
Prior to developing the thought process for the commercial, Cleartrip conducted a quantitative research with customer groups in Mumbai, Delhi and Bangalore to understand customer reactions to advertising, and thus develop a line of thought on the basis of their feedback.
Further explaining the thought process, Noel Swain, VP-Marketing, Cleartrip.com, said, “We have seen in the past that advertising on TV gives us access to new audiences and helps in building awareness and recall for our brand. We understood that customers want to see simple advertising that would clearly communicate the benefit that the brand provides. Apart from this, people respond positively to brands showcasing their exclusive attributes through advertising. The customer benefit being clearly communicated in an interesting manner was the genesis of the idea for the TV spots that we have created.”
The campaign has been divided into two films, with both focussing on the idea of no hidden cost. The films are set in the background of a bar and a date. The first film features a man inside a swish lounge bar nursing a drink. He sits next to a woman who then asks her if she would like to have a drink. The TVC ends with the man asking the woman her name, and the woman replying, “John…but you can call me Joanna!” In a similar context of no hidden cost, the second film features a couple who return from a date. The film is pictured in a cleverly humorous concept clearly conveying its message.
Swain added, “The strategy involves highlighting the areas of differentiation with a focus on clearly communicating the customer benefit in a manner that is recalled by customers. The challenges included ensuring that the message is clearly understood, and shooting in unpredictable weather.”
The campaign will run across print, TV and online marketing media, and will be on air for six months.