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MakeMyTrip starts India operations, to spend Rs 10 crore on ad campaigns

07-September-2005
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MakeMyTrip starts India operations, to spend Rs 10 crore on ad campaigns

MakeMyTrip, a leading online travel booking company, is bullish about its operations. The company would be spending Rs 10 crore in the next one year for building its brand in India, Deep Kalra, Founder and CEO, MakeMyTrip, said while launching the India operations.

The company, which started its operations in 2000 building up American traffic to India, has entered the Indian market at a time when the domestic aviation sector is heading for high growth with several low cost airlines setting entering the field.

“The timing is ideal for MakeMyTrip to enter the Indian market. The Indian travel and tourism industry has been ranked as the second fastest growing travel and tourism economy, Internet connections have crossed the 25-million mark, while e-commerce sales are likely to touch Rs 1,080 crore by end of 2006,” Kalra pointed out.

He further said that a high decibel media campaign would be carried out across television, print, online, outdoor and other below-the-line activities to make the brand a household name.

The TV and print ad campaigns have been created by Leo Burnett. While Starcom has been roped in as the media planner for offline promotion, Quasar will handle the online account.

MakeMyTrip is entering the market with a new innovative product called ‘Lowest Airfare Guarantee’. It promises a customer to pay back the difference if he finds a lower fare than one offered on the website.

Besides airline tickets, the portal will also be providing online booking of rooms in over 350 hotels, car rentals and the most exhaustive travel content. The site also offers an interesting product called the Road-Trip section that gives the user myriad options for motorable trips from all large cities with interactive maps to plan stop-overs enroute.

One of the outstanding features of the portal is its ticket-booking engine. Developed by Smile Multimedia, the new flight-booking engine provides more flexibility with over millions of fares from all major airlines and more combination packages along with a whole range of travel solutions.

Recently, SoftBank Asia Infrastructure Fund (SAIF) acquired a 50 per cent stake in the company to boost the company’s growth plans. The company registered sales of over Rs 100 crore last year and is targeting to double that to Rs 200 crore in the current fiscal.

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