Yatra.com pits Kanhaiya Kumar against MakemyTrip’s Ranveer Singh & Alia Bhatt

Yatra.com pits Kanhaiya Kumar against MakemyTrip’s Ranveer Singh & Alia Bhatt

Author | Sarmistha Neogy | Tuesday, Apr 05,2016 8:09 AM

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Yatra.com pits Kanhaiya Kumar against MakemyTrip’s Ranveer Singh & Alia Bhatt

In the last few weeks, online travel portals like MakemyTrip and Yatra.com are in news for their latest campaigns. While MakemyTrip has roped in popular faces like Ranveer Singh and Alia Bhatt, Yatra.com has released a new digital video which takes a dig at the JNU Students' Union President Kanhaiya Kumar’s ‘Azaadi’ speech.

On Friday, Yatra.com released their new digital communication to highlight the brand’s latest web Check-in app feature. The video executed in a very tongue-in-cheek fashion talks about the youth leader Kanhaiya Kumar and his protest marches. It quickly caught attention of the audience on social media and it was one of the top trending topics on Facebook. This is a one-off digital ad done by Scarecrow Communications and McCann still continues to be the agency on board for Yatra.com.

The commercial features the protagonist delivering a passionate speech, where he demands  ‘Azaadi’ to choose a window seat, eventually prompting the other passengers to participate in the protest. It ends with the message---if you want a window seat, don’t do ‘Narrebaazi’ do ‘Samajhdaari’ and download the Yatra app. People have appreciated the brand’s attempt of using a topical, sensitive issue in a smart way.

Click here to view the ad:

Some excerpts from the campiagns reaction on social media:

MakeMyTrip:

After creating a lot of hype, MakemyTrip.com two weeks back, released their campaign, along with a new logo launch to tap the offline hotel booking segment with Alia Bhatt and Ranveer Singh. The brand took a humorous approach to highlight the benefits of online booking with an attempt to shift consumers from offline to online. The ad conceptualised by Publicis presented the problems of the offline customers in an entertaining and memorable way.

Click here to view the ad:

MakeMyTrip Vs Yatra.com campaign:

Talking about the Yatra.com’s new video, Raghu Bhat, co-founder, Scarecrow Communications said, “Advertising is about observing what is happening around us, we got inspired from the ads which Amul does in their hoardings. This is a perfect example of Real Time Marketing and it is here to stay.”

Commenting on the use of controversial plotlines, he cited, “While doing this video, we were very mindful that there should not be any direct political linkages, we wanted to steer clear of that one thing altogether. We didn’t even mention the name Kanhaiya, JNU or protests, the audience interpreted it in their own way, some are calling it as parody; some are referring it as satire. This is something like topical, contextual advertising.”

Talking about the creative concept of MakemyTrip’s new ad, Bobby Pawar, Managing Director, South Asia, Publicis Worldwide said, “We focused on a singular fact that the brief pointed to – a large part of travellers prefer to walk into a hotel and book. They believe that they can get a better deal ‘directly’. The idea was create dissonance among these over confident travellers and dramatically highlight the inadequacy of this ‘direct’ approach while reinforcing the MMT advantage. The presence of Ranveer and Aliya allowed us to create the histrionics required for this dramatisation.”

Strategy & Execution:

Both the travel booking portals have used humour in their recent communication, but there is a difference in the way each has been executed. While MakemyTrip.com has leveraged celebrity power in order to create a better brand recall, Yatra.com, on the other hand has banked on a topical issue to target consumers. 

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