CRIC

MakeMyTrip's ‘Life Ka Karo Game On’ campaign asks people to reclaim joys of life

This digital films have been conceptualized and scripted by MagicCircle Communications

e4m by exchange4media Staff
Updated: Sep 22, 2020 4:05 PM
makemytrip

Nearly half of 2020 has been spent in lockdown or indoors as a result of the coronavirus trigged social distancing measures and movement restrictions. The year has been anything but easy for everyone alike! With Unlock 4.0 in place and India reopening for business and life as before –people are looking forward to press reset and switch on the Game On mode of life, while ensuring safety protocols all along. And, what better time than now to live it up all over again as the country comes together to mark the annual celebration of cricket with family and friends.

In its new integrated campaign ‘Life Ka Karo Game On’, MakeMyTrip aims to inspire people to revive and reclaim the joys of life, safely, this cricket season –by switching off from the dullness and boredom that has seeped into daily lives and turning on the brighter side of life. To bring the essence of the campaign alive, select players from Royal Challengers Bangalore (RCB), Mumbai Indians (MI) and Chennai Super Kings (CSK) will be seen motivating their cricket-cum-travel fans to celebrate life in a series of digital films.

The first film in the series features select players from RCB who will be seen taking a subtle jibe at how spending months away from our good old routine has got our reflexes to think about household chores only. In this witty and colloquial film, RCB’s fine right-arm leg-spinner will be seen mistaking the cricket ball tossed at him by another player for an onion – only to be jolted by the team’s captain to Switch On the excitement mode of life by getting ready to spin the ball on the pitch! The creative depiction of the film is satirical yet, plays on the element of commonality that is of being bored from being cooped at home for months now.

Talking about the campaign, Sunil Suresh - Chief Marketing Officer, MakeMyTrip, said, "The pandemic is testing human resilience at a scale that we haven’t seen before. Through this campaign, we are touching upon the untiring spirit of human kind that is optimistic and always marching forward. The cricket season brings along with it a clear prod to Indians to reclaim the joys of life after months of anxiety and dread of the pandemic, by safely switching the Game On mode. Through our campaign, Life Ka Karo Game we hope to remind people to take a break from their restrictive lives of last many months and march ahead by embracing the joys of life, safely.”

The two-month long integrated campaign has been packaged with one-of-a-kind gaming contest on the app for travel and cricket fans where they can participate in daily raffle contests and trivia on T20 extravaganza – further, gratifying winners with ‘unlimited reward points, and unlimited spends on anything travel’ and more. Winners of the daily run ‘predict and win’ contest will also get an exclusive chance to interact with their favorite players virtually.

Mr. Suresh further adds that “Through the campaign, we also hope to inspire Indians to break the monotony with our range of safe travel and stay options. After all, taking a break from the mundane and rejuvenating is critical as we go about reclaiming our lives”. To cater to the safety demands and needs of travellers post the pandemic, the company has readapted its offerings for airlines, hotels, and holiday packages including Staycations, Daycations in conformity with MySafety, a safety assurance program that has been designed in accordance to the health and hygiene guidelines issued by WHO and local travel authorities.

This digital films have been conceptualized and scripted by MagicCircle Communications.

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