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.