Top Story


Home >> Digital >> Article

MakeMyTrip's five-week long festive campaign with Alia Bhatt-Ranveer Singh goes live today

Font Size   16
MakeMyTrip's five-week long festive campaign with Alia Bhatt-Ranveer Singh goes live today

Online travel portal MakeMyTrip will soon be launching an extensive five-week long campaign across mediums to promote the brand’s new feature, Pay at Checkout.  Brand ambassadors Alia Bhatt and Ranveer Singh, who were roped in February earlier this year, will be featuring in the commercials, which will go live today. Publicis Capital has conceptualised this latest campaign.

Commenting on the reason behind introducing this new feature, Saujanya Shrivastava, Chief Marketing Officer, MakeMyTrip, said, “In the previous commercials, the brand has already spoken about zero cancellation and 100 per cent refund feature. The intention now was to highlight the benefits of online booking with an attempt to shift consumers from offline to online. The campaign helped the brand in getting new consumer engagement and also saw a 478 per cent jump in online hotel transactions in the (April to June) period. When we were thinking of strategies on how to take it forward, we saw that there is huge headroom for growth as there is currently only 12-15 per cent of online hotel penetration.”

“We did extensive market research and specifically targeted consumers keeping in mind some sharp objectives. We only spoke to those set of consumers who have seen our previous commercials and are aware of what MakeMyTrip as a brand has to offer but are still hesitant to book hotels online. It was then that we found that these consumers are not comfortable with the idea of paying in advance for a hotel booking, so we decided to launch the ‘Pay at Checkout’ feature,” added Shrivastava.


It is a five-week long campaign, targeting mainly the tier I and tier II cities in India. The campaign will release across mediums on TV, outdoor, cinema and social media.

Leveraging celebrity power through brand association:

This year for the first time, the company got brand ambassadors on board by signing up popular Bollywood actors Singh and Bhatt with the aim to strengthen the brand’s appeal, stature and recall among its audience in tier 1 cities across the country, especially the youth. The move is in line with the company’s business strategy focusing on hyper aggressive growth and new user acquisition thus driving growth for the travel industry at large.

“The kind of association which we have with Ranveer and Alia is a multi-year contract and not a one-off brand tie-up. They perfectly fit the brand’s image and inspire the young audience to travel,” said Shrivastava. 

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

GroupM is in talks with several digital clients currently with its other agencies to shift them to Essence, which is looking at a major expansion plan in 2018

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

NewsCode, a hyper local online news platform was launched last night with a network of over 350 local reporters in Karnataka and Jharkhand. Apurv Swarup, the co-founder talked to Exchange4Media about his vision

Voot, which is producing almost 4X content on an overall basis on the reality drama, is gunning for big numbers both on viewership and advertising revenue

YouTube today released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India

Real world study of Appier's network shows significant benefits of AI over traditional rule-based systems