MakeMyTrip’s new campaign encourages hotel booking online
MakeMyTrip Limited (Nasdaq: MMYT), India’s leading online travel company, today launched its new TV campaign with its brand ambassadors – Ranveer Singh and Alia Bhatt. The campaign aims to reach out to its consumers and accelerate the shift from offline modes to book travel online. MakeMyTrip gives a message and provides yet another compelling reason for customers and first time users to make the most of the lucrative packages offered online and trust the brand on its 'Best Price Guarantee' and ‘Pay at Hotel’ features.
The theme of the campaign addresses the consumers that are hesitant to book their travel online and reiterates on building faith on online mediums and promising best price availability on the platform. Travel industry in India is treading on the path of high growth and the online hotel space is still under penetrated with a lot of users still preferring offline mode of booking hotels. Being the leading online travel company, MakeMyTrip is trying to tap the massive opportunity provided by the e-commerce ready users to drive online hotel penetration.
Speaking at the launch, Mr. Rajesh Magow, Co-Founder and CEO-India, MakeMyTrip, said, “As India’s leading online travel company, we are doubling down on growth in the deeply fragmented hotels segment by highlighting the benefits of online hotel booking to consumers. India is in a sweet spot in terms of internet growth, as more and more people are accessing internet fuelled by low data prices and smartphone user growth. Our new campaign highlights our overall business strategy to accelerate the conversion from offline to online hotel bookings.”
Commenting on the new TVC and offering, Mr. Saujanya Shrivastava, Group CMO, MakeMyTrip said, “MakeMytrip has been consistently focusing on the category expansion in the Online Hotels space by bringing down the entry barrier for travellers. Our new campaign provides yet another compelling reason to book Hotels online. The intent is to a dispel long held belief amongst offline Hotel users that they often get the best deals through ‘offline’ negotiations and ‘jugaad’. The best price guarantee is one such powerful evidence of the myriad benefits of booking hotels online”.
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MakeMyTrip has rolled in its influential brand ambassadors duo - energetic Ranveer Singh and mesmerising Alia Bhatt in unseen quirky avatars to deliver the message in a captivating way through TVC. It is a 360° marketing campaign including TVCs which will run for 9 weeks across high-impact genres like General Entertainment Channels, HD channels, Hindi Movies, Hindi and English News and Regional channels. The characters in the TVC have been brought to life by Publicis Capital.
Talking about the campaign, Mr. Hemant Misra Brand Consultant, Publicis Capital, said, “This summer we are launching the next phase of MMT campaign - Best Price Guarantee and Pay at Hotel. Our communication journey that began in the summer of 2016 has grown into a remarkable movement. Our core strategy was focused on the interaction between the old and the new way of travelling. It is a one-to-one interaction between our protagonists which is made entertaining and engaging by Alia and Ranveer’s performance.”
“This season, the strategy moves a step further - It’s not simply one of them illuminating the other about MakeMyTrip, this time they are joined by other MMT users. Capturing the meteoric growth of MMT this summer will see how the powerful proposition of MMT has spread across the country, thereby making the Old Way user really stand out as an anachronism.” He added.
The TVCs will be on air for a period of 9 weeks on GECs, news, cricket and movie channels.