MakeMyTrip and CRY have come out with a unique initiative to rekindle patriotic feelings this Independence Day via a viral that invites people to make their names a part of the Tri-colour.
The viral asks people to block an 11x11 pixel square in the Indian Tri-colour by filling their details on the site. Once submitted, their names will show on that particular pixel square they blocked. The pixels come in three colours of the Tri-colour. The whole idea is to make the viral activity self-sustaining, where people recommend it to others through word of mouth.
In order to make this whole exercise more relevant, MakeMyTrip will contribute a certain amount of money for child rights in India for every pixel square blocked.
Head Manish Vij, Co-Founder and Business Head, Quasar Media, said, "We are excited to launch this viral program with MakeMyTrip.com. It has done really well. MakeMyTrip has always considered social responsibility as one its important agenda. The program has displayed the power of online virals."
Sachin Bhatia, Co-Founder and Chief Marketing Officer, Makemytrip.com, said, "The campaign was conceived and executed at a short notice and within four days of its launch, the entire flag was coloured. We had planned a promotional campaign, but had to stop it since ownership of the pixels was taken up in no time."
This initiative began on August 7, 2006. More than 40,000 people have visited the 'Own a part of India's Pride' campaign.