After a month of announcing their new brand ambassadors, actors’ Alia Bhatt and Ranveer Singh, MakeMyTrip recently unveiled its latest ad campaign and a new logo to tap the offline hotel booking segment in the country.
The new campaign uses the element of humour to highlight the benefits of online hotel booking in an attempt to shift consumers from offline to online. This is in line with the company’s aggressive efforts to tap into the hotel booking segment where they currently hold 25 % market share and 54% in online flight booking segment.
Commenting on the new campaign, Saujanya Shrivastava, CMO, MakeMyTrip says “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.”
Commenting on MakeMyTrip’s new campaign, Bobby Pawar, Managing Director & Chief Creative Officer, Publicis Worldwide-South Asia, said, “It talks to people who don’t take the help of Internet to book hotels. We wanted to present the problems that these offline customers come across and showcase them in the most entertaining and memorable way possible. We wanted to make use of MakeMyTrip’s benefits in the campaign.”
On being asked about the differences from its previous campaign ‘Dil Toh Roaming Hai’, Pawar points out, “It’s more product focussed. You see the brand evolving in the campaign. It deals with the problem of roaming and it treats ‘Dil Toh Roaming Hai’ in a light hearted manner.”
Leveraging celebrity power
The campaign leverages celebrity power to target metros and tier 1 and tier 2 segments. “We are definitely going to tier 1 and tier 2 as well. It’s not metro or top-tier city focussed, primarily because of the task we have to recruit new users on online hotel category,” added Shrivastava.
Talking about the association with bollywood stars Shrivastava says, “They resonate powerfully with young India. As protagonists, their persona is incredibly aspirational. The challenge was to showcase these two stars in a new way which had to be fresh for the audience.”
Going high decibel
With its 360 degree approach, the new campaign will be present across mediums with Television leading the way followed by Print, Outdoor, Radio and Digital. Not willing to disclose the ad spends, Shrivastava gives us an idea about the scale of their new campaign by emphasising on its high decibel factor, “It will have its presence throughout the IPL and will also be visible across high impact programs on GECs, English and Hindi movie channels and Radio. We will have outdoor presence across top cities and tier 1 towns. We are also looking at presence across movie theatres, desktop and mobile platforms. On digital media we are going to have extensive campaigns, which includes the social media too. It’s got the makings of a blockbuster,” he further added.
Commenting on the new logo, Shrivastava feels it’s an evolution of the brand and points out the changes, “Most importantly you will find that app icon is part of the logo. We are probably the first company to do that. Also, the new logo is younger, fresh and future ready. Its colour spectrum has been refreshed to be ready for HD screens and made warmer to evoke emotive responses. Our approach has ensured that MakeMyTrip signals change to appeal to its core segments.”
Greater focus on app based business
Last year around the same time, MakeMyTrip launched long formats (digital films), to highlight its ‘Uncancel’ feature that allows customers to book the same trip at a later date within the initial budget. This added feature became highly popular and has raised customers’ expectations from the company this year too.
“We are planning to come out with similar propositions within first half of the year itself. Investment is going on in terms of technology, reliability, app innovation, providing similar experiences to the consumers on the app etc.,” assures Shrivastava.
The app will definitely get more attention this year. Shrivastava reasons, “In Q3 more than 60 per cent of transactions happened over app. This will give you a sense of how mobile app is really being focussed upon.”
Watch the video here