Consumers don’t want obvious in-your-face advertising: Michael Pargal Lyngdoh, Tripoto
Lyngdoh, Co-Founder, Tripoto says their plan is to expand their supplier base, and deepen partnerships with brands to strengthen Tripoto travel community
Travel community Tripoto has partnered with British automaker MG Motor, now owned by the Chinese- state-owned automotive company SAIC, to boost awareness and sustain interest about the brand before their official launch in India.
Talking about the collaboration, Michael Pargal Lyngdoh, Co- founder, Tripoto said, “The brand is present across the world and before their launch in India, they wanted to let communities experience the local culture of countries they have been a part of. The goal for us during this campaign has been to bring the MG community feel to the Indian audience through storytelling so they can understand and identify with the brand. Through World of MG: An Indian Abroad, we aim to build a connection for Morris Garages (MG) India amongst our strong and active community of more than 25 million+ travellers.”
He explains that many brands are leveraging community-based platforms to reach out to their target audience, an interesting way to reach the consumers, but opines the lines between marketing and social media platforms is diminishing. “The brands leveraging community-based platforms are ahead of the curve in setting marketing trends. A lot of our brand partners fall under this category. The lines between marketing and social media platforms are now blurred. Consumers no longer want obvious in-your-face advertising. The digital renaissance in our country has triggered the youth to turn to the internet for alternative and shareable content. They want to be told a story, feel a connection and part of a community while choosing a brand. This is the future of marketing,” he said.
When asked at a time when travel has taken an upsurge in Indian market and many travel communities are coming into the business, how Tripoto is different from others, Lyngdoh said, “Ninety per cent of our content is user-generated; these are real travel stories written by people who want to share their stories, to inspire and connect, with others within and beyond their social network. Users love our interface and the organic reach of our platform makes Tripoto distinctive.”
Believing in the power of influencers, Lyngdoh shares, “We rely on influencers and advocate to grow organically. This way we know that we are bringing kindred spirits excited about travel and adventure into our tribe.”
When asked, it’s been six years since the launch of the brand and still no engagement at the marketing front, he replied, “You will see more brand partnerships in the future but our users will continue to be our strongest evangelists.”
Throwing light on the future plans, he elaborated, “We started as a platform for travellers to share their stories. As we’ve grown, our community wants to be able to convert inspiration from reading travel stories into a bespoke holiday at the click of a button. This is why we started building the flight, hotel and holiday marketplace last year. This year, the plan is to expand our supplier base so that there is something for everyone. Our other priority is to forge deeper partnerships with brands to strengthen our community.”
The competition is intense in the travel space, so what's the strategy to deal with the competitors, Lyngdoh answered, “The competition has always been intense and there is only one strategy, to keep innovating and evolving our product to suit the needs of our users and clients. For instance, we have entered the non-fiction travel video space and are creating multiple web series which currently no other travel platform is doing.”
Tripoto has come up with a web series featuring Amol Parashar in various countries before culminating in India before the national launch of MG India. The series will capture Parashar’s unparalleled adventure and culinary experiences across seven countries.
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