Yatra Online has appointed Tribal DDB India, the interactive arm of Mudra, as their digital agency on record following a multi-agency pitch. The total spend on advertising by the travel portal is estimated to be in the region of Rs 15 crore, where the larger part will be utilised by Tribal DDB India. The agency will be responsible for the entire spectrum of Yatra Online’s Internet related creative and media activities. It is learnt that Mediaturf was a close contestant.
Dhruv Shringi, co-founder and board member of Yatra, said, “The key reason of appointing Tribal DDB was their approach towards a start-up brand like us. Our brand needs constant nurturing in a domain which is seeing hectic activity. We saw in them the spirit, domain expertise, creative and media capabilities that matched our requirements.”
Giving a larger perspective on the category and space, R. Lakshminarayanan, CEO, Mudra Marketing Services (of which Tribal DDB India is a part), said, “Travel is one of the sectors that is thriving online because of the consumers’ new-found power and ability to research destinations, book hotels and tickets on the net and discover trails and adventures as much online as off it.”
Commenting on the account win, Rammohan Sundaram, National Sales Director, Tribal DDB India, said, “From day one of our meeting with Yatra, we knew that this will be a brand to reckon with in the Internet space and seeing the product develop into such a marvel that it is today is really heartening. We are confident that we will do some fantastic work that will take the brand to where it aspires to be.”
Mudit Khosla, a veteran of over 10 years in the Internet space, who is also the founding General Manager-Strategic Relations at Yatra, said, “We are about to witness a lot of unique features in Yatra.com that are going to change the way people travel and Yatra is poised to serve them well. For a brand like ours we thought Tribal DDB’s expertise will come in handy and we are very happy to have partnered them.”
Yatra joins the list of travel portals in India, bullish on online travel market