Yatra.com, one of India’s leading online travel portals, has roped in Bollywood heartthrob Ranbir Kapoor as its brand ambassador. The brand which has previously associated itself with other Bollywood stars like Boman Irani and Salman Khan will soon roll out a brand new marketing communication centered on Ranbir Kapoor.
It is hard to ignore the fact that one of Yatra.com’s competitors in the market - Makemytrip - is currently running a very successful marketing campaign starring Bollywood stars Ranveer Singh and Alia Bhatt. The Makemytrip marketing campaign starring Singh and Bhatt is one of the most star-studded campaigns in recent history. The travel portal has already created six videos featuring the two actors. In the latest instalment of the series, Makemytrip has also signed on actor Diana Penty.
Vikrant Mudaliar, Chief Marketing Officer, Yatra.com, said that Yatra.com’s initiative to associate with Ranbir Kapoor is part of the brand’s rebranding exercise and not a reaction to what the competition is doing.
Yatra.com’s latest bid to roll out new brand communication follows a complete revamp of the travel portal’s brand identity. With the rebranding exercise, Yatra.com has positioned itself as a “marketplace for everything related to travel.”
Yatra.com hopes to reach out to all demographics with Ranbir Kapoor’s universal appeal. The brand could not have found a more appropriate brand ambassador given that Kapoor’s memorable performances in Ae Dil Hai Mushkil, Yeh Jawani Hai Deewani, and Rockstar have the leading actor exploring the world, travelling, taking part in adventurous trips as he grapples with finding his own calling.
Mudaliar shared with exchange4media that new marketing communication featuring Kapoor will be launched very soon. He declined to comment whether the new communication will appear in May. But he said that Yatra will not be leveraging IPL 2017 for the launch. He said that the team feels that the time is right for Yatra to try and up the ante on Yatra.com’s brand communication.
Yatra.com will be using Kapoor in its brand communication across media but with a stronger focus on digital media.
If Ranbir Kapoor’s filmy travel sagas are anything to go by, we cannot wait to see what Yatra.com and Ranbir Kapoor have in store for us.
Yatra.com, Boman Irani
Yatra.com, Salman Khan