MakeMyTrip's latest campaign Amar Prem - leave messages on Indian monuments

Webchutney, the digital marketing agency, together with the travel website, MakeMyTrip have initiated this interactive campaign. The campaign titled 'Amar Prem' (https://responsibletraveler.in/amarprem) is an extension of MakemyTrip's (MMT) 'Responsible Traveller' (https://www.responsibletraveler.in/) initiative.

Commenting on this campaign, Nishi Kant, Creative Director, Webchutney said, "The website draws power from the deep-engagement value built to excite and have fun while bringing in the realization of preserving precious heritage property. We propose to increase the number of monuments and introduce international monuments at a later stage leveraging on the success of this initiative to engage a wider audience in this immersive viral-able activity with a social message."

Sidharth Rao, CEO and Co-founder, Webchutney further added, "Powered by social media and organic content, the campaign delivers a serious message in a light-hearted interactive way. We are confident it will carry a positive change among Indian citizens online and look forward to working on similar innovations."

When one logs on to the website, they are suppose to choose from three famous heritage sites like the Taj Mahal, the Humayun's Tomb and the Charminar. Users can then choose an appropriate spot by zooming and out of the frontal view and write their message on the life-like images of the monuments. They can do this by selecting from a palette of colours, brush styles and other usual tools and icons such a heart-shapes, cupid's arrow and flower and butterfly imprints. The users are then advised to save their creations and reminded to preserve the beauty of heritage properties by not marring them.

Mohit Gupta, Chief Marketing Officer, MakeMyTrip.com said, "Responsible Traveler is an initiative incubated by MakeMyTrip.com and is an extension of its "social'-Corporate Social Responsibility (CSR) endeavors. Being India's leading online travel company, we recognized the need for an ecologically-conscious community of travelers, who love travelling and their planet, equally; and thus the forum Responsible Traveler was born."

"Our monuments are more than just "tourist spots', they are our culture and heritage. Every monument has a historical story to tell and it is unfortunate that there are many who do not realize the value of our treasures. We hope the "Responsible Traveler Amar Prem' campaign will be successful in creating awareness among travelers and heightening sensibilities of those who choose to deface and desecrate them. It is sad and unfortunate that people choose to scribbling on monuments or chip away pieces," he further added.

The campaign is very popular on social networking sites like Facebook and Twitter. It has received a good response and has been appreciated by many. "It combines a fun element yet communicates a very serious message. It's just been recently launched and considering the viral nature of campaign, we definitely expect it to grow," added Gupta

There are plans to promote the "Responsible Traveler Amar Prem' campaign actively through Social Media channels as well as via their Responsible Traveler blog. | By Janees Antoo [janees(at)adgully.com]