MakeMyTrip looks to get close to consumers with ‘Dil toh roaming hai’

28 Apr,2015

By A Correspondent


MakeMyTrip unveiled its new brand-advertising campaign that has been conceptualized with the objective to strengthen the brand’s connect amongst travellers and drive its adoption among new consumers. Through this brand repositioning exercise and the new tag-line ‘Dil Toh Roaming Hai’, MakeMyTrip intends to be travel partner that fuels the growing travel ambition of customers at large.


The campaign reflects the company’s strong connect and deep understanding of Indian consumers along with the width of its travel solutions. The film also integrates MakeMyTrip’s service offerings that enable a seamless and hassle-free travel experience. The voice over for the TVC has been given by the acclaimed Indian film and stage actor and director Naseeruddin Shah. The brand film will be promoted on TV, social media and digital platforms from 27th April.


Commenting on the new avatar, Saujanya Shrivastava, CMO, MakeMyTrip said “MakeMyTrip has been instrumental in changing the way India travels. With the widespread adoption of Online Travel, it was imperative for us as the category leader to unearth a deep-rooted customer motivation and strengthen our association with customers. Leisure travel today is part of lifestyle discourse and there is a strong customer need to come across as “interesting”. Travel is a via media to increase the “interesting” quotient. Like financial or career ambition, people today have a Travel Ambition. The brand repositioning campaign seeks to partner the emergent customer in their growing travel ambition….”


The story of the characters, in the ad campaign, has been brought to life by Joy Mohanty, National Creative Director, Publicis Capital. Talking about the creative concept, Joy said, “There was a time when it mattered if you were well-read. Today, it is of great importance to people to be well-travelled, and to have a repository of experiences to draw from. It is this that creates the ambition, or a khwaish, that every person wants to fulfill. Our new commercial is about these little stories behind the journeys, the desire to travel for oneself, or for someone else. It is this ambition that drives a son to take his 65-year old mum to see snowfall for the very first time, or for deadline-chasing dinks to lose themselves in the middle of nothingness. MakeMyTrip is the catalyst that helps fulfill these varied travel ambitions that are fast-growing in every corner of the country. And what better time to do this than the holiday season.”





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