MakeMyTrip, India’s leading travel company today announced the launch of a new digital campaign focusing on the company’s travel gift cards. The MakeMyTrip Travel Gift Card, available in denominations ranging from Rs 1000 to Rs 50000 allows its recipient to avail a wide range of travel offers including flights, hotels and holiday packages on the company’s platform(s) – on mobile app and the website.
MakeMyTrip is the first company in Indian travel industry to launch a full blown national campaign focusing on its gift card solution. The campaign stems from the brand’s larger positioning strategy – Dil Toh Roaming Hai, as a trustworthy ally fuelling the consumers’ growing travel ambitions. It draws insights from the extensive research conducted by the company to understand the online travel landscape as viewed by customers. What has clearly emerged as a strong trend is the fact that leisure travel is now very much a part of lifestyle discourse. Travel is no longer an annual event and just as customers have work or financial ambitions, they now harbour a travel ambition as well. MakeMyTrip Travel Gift Card acts as a trigger that activates the recipients’ travel ambitions converting it into a reality. Further, “Save to Travel” is no longer unheard of, but is in fact a key trait of the new age consumer, especially the millennial who values experiences over materialistic gains like a house or a car.
With this new campaign, the company is also introducing its new celebrity brand ambassador, Diana Penty, a popular Bollywood actor. Earlier this year, the company had also roped in Ranveer Singh and Alia Bhatt as its brand ambassadors.
MakeMyTrip’s new campaign will be promoted across all digital channels and leads with a film featuring Diana Penty and Neena Kulkarni, a veteran and versatile Bollywood actor. Diana and Neena will be seen playing the roles of daughter and mother respectively, celebrating their camaraderie and love.
Speaking about the new campaign, Saujanya Shrivastava, Chief Marketing Officer, MakeMyTrip said, “In line with our strategy of constantly providing compelling reasons for customers to come online and book with MakeMyTrip, we have introduced campaigns such as “Zero Cancellation On Hotels” Benefit and “Pay at Checkout”. Our latest campaign focusing on our travel gift cards has been conceptualised keeping in mind that experience is now the new currency of indulgence and leisure travel as a gifting solution is indeed aspirational, affordable and accessible. Through our new campaign, our aim is to help build awareness amongst our TG about our gifting solution and how through the MakeMyTrip travel gift card they can help unleash the travel ambitions of their loved ones by gifting them an experience that is ideal and cherished.”
As per a recently conducted survey by Qwikcilver, the largest end-to-end service provider in the Pre-paid Gift Card space, the gifting market in India is estimated at $30 billion. The Gift Card category per se is picking up tremendously and is estimated to triple in the next 3-4 years, as more and more consumers are realising the associated advantages.
The campaign has been brought to life by Publicis Communications, directed by Amit Satyaveer Singh. Talking about the creative concept Bobby Pawar, Managing Director & CCO, said, “The travel gift cards by MakeMyTrip is not only an opportunity for people to fulfill their travel ambitions but it also appeals to the emotional sensitivity of people who find their happiness by sharing it. The upcoming festive season is also be an enabler to gift happiness to your loved ones and this plays a pivotal hook for our campaign communication. The bliss of seeing someone most happy through the right type of gift is the most wonderful feeling in this world and that is the idea we have banked on through this campaign.”
- Client: MakeMyTrip
- Creative Agency: Publicis Communications Pvt. Ltd.
- CEO India : Hemant Misra
- Managing Director & CCO : Bobby Pawar
- Production house: Teal Films
- Director (film): Amit Satyaveer Singh
- Producer: Tushar Yadav
- Location Courtesy: Mumbai
- Talent by Globosportworld
- Duration: 75secs
- Language: Hinglish
To view the film, please click https://youtu.be/JusVKejDgA8