The viral marketing campaign for MakeMyTrip.com, created and implemented by Webchutney Studio, has been featured in the Marketing Sherpa Viral Hall of Fame, 2006. The four-film series is part of the top 12 campaigns selected out of 100 entries and featured in the annual survey conducted by Marketing Sherpa, a US based research firm, which offers intelligent marketing knowledge and knowhow to professional marketers.
The inspiration for the four virals are rooted in Indian folklore and mythology. Employing omnipresent characters like Ram or Ravana or the village dacoits, each film has a character, which lives forever in the minds of people.
“This recognition is an endorsement of our creative strategy and the knowledge that a well-crafted campaign in sync with audience sensibilities will always strike the right note. The inherent Indian flavour of the virals has made them vastly popular, reinforcing our faith in the power of subtlety, which can always sustain a long term creative strategy,” said Webchutney’s National Creative Director, Sudesh Samaria.
This recognition comes on the heels of Webchutney winning a gold and silver for the campaign at the recently held Abby Awards 2006, an industry benchmark in recognising creative excellence in advertising.
The campaign has been wildly successful and rapidly spread across the blogosphere and virtual networks. The company claimed that the four virals had been viewed by 250,000 unique visitors since the campaign’s launch in October last year.
Sachin Bhatia, COO, MakeMyTrip.com, said, “After the recent success of the campaign at the Abby Awards, being a part of the Marketing Sherpa hall of fame gives us an even better sense of accomplishment. Not only has the campaign connected us well with our target audience, the virals have achieved quite a following in the online sphere owing to their instant appeal and engaging nature. We are glad to have relied on Webchutney’s creative instinct on this.”
Summing up the road ahead for the agency, Sidharth Rao, CEO, Webchutney, said, “The creative freedom which MakeMyTrip offered us is a strong factor behind our success in this campaign. Being featured in Marketing Sherpa’s viral hall of fame is a huge encouragement for us and I am hopeful it will help take the Indian interactive industry a step higher in the global stage and pave the way for more worldwide interest in our creative capabilities which are swiftly evolving vis-à-vis the international standards.”