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IPL Ad Series- Part IX: Does MakeMyTrip’s ad campaign cut it?

26-April-2018
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IPL Ad Series- Part IX: Does MakeMyTrip’s ad campaign cut it?

To acknowledge some of the most interesting ad creatives rolled out for IPL, the following is the ninth part of a five-day IPL ad series in which we will take a look at an impactful ad campaign and why we are ‘clean-bowled’ by it. Today, we take a look at travel company MakeMyTrip’s ad with its brand ambassadors, actors Ranveer Singh and Alia Bhatt, which has garnered the brand 4,239,789 views on YouTube (until the time of writing this article.)

The creative

The ad campaign crafted by Publicis Capital, shows Singh as a colourful character called Ram Prasad, a small-time property dealer who is used to getting things the ‘jugaad’ way. Seated on the same plane is Bhatt, who represents a smart and savvy girl. He notices that they are staying at the same hotel. He tells her that he got a 10 per cent discount on his hotel booking. However, Bhatt points out that he would have got a higher discount if he would have booked through MMT. And, if he happened to find a better discount somewhere else, he would get double the difference amount.

Our take

Over time, the brand has utilized the duo in interesting and different avatars but they have always been successful in capturing audience attention. This ad, in a quirky way, addresses the point that consumers are hesitant to book their travel online and how consumers often end up believing how they got best deals through ‘offline negotiations’ and ‘jugaad’ which might not be the case. The brand’s approach of adopting consumer behaviour (of what people do in reality) and tapping the right insights for their ads has helped. So has the Alia-Ranveer pair who present the brand in a youthful manner and convey the brand’s message in an engaging way to different demographics.

Hits and misses?

It’s interesting how the brand utilizes their distinct personalities to add a stop-and-look-at-me appeal. Using 'consumer-behaviour' to promote the category has helped interpret the brand thought with immense clarity and could ensure that the targeted audience connects with the message and the way it’s delivered.

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