Makemytrip targets small towns in new television campaign

make_my_trip_campaignDraftfcb Ulka  has created a  new TVC for Makemytrip.com. The objective of the new TVC is to reach out to a larger set of audience even in smaller cities; and what unites India better than cricket! In tying up with Sunrisers Hyderabad as their official travel partner, MakeMyTrip made its presence felt far more extensively.

Last year, MakeMyTrip’s communication was centered around answering the dilemma of the consumer when it comes to unpleasant surprises in hotel bookings. The TVC was aimed at giving customers a sense of confidence through the 100% Money Back Guarantee.

Sanjay Tandon, Chief Operating Officer, Draftfcb Ulka Delhi says, “It’s a reality that cricketers spend most of their life in hotels! We connected the insight seamlessly to MakeMyTrip.com’s online hotel bookings product. Keeping in mind that we would be live with communication during the early summer, which is the key booking season for online hotel bookings, and that MakeMyTrip is the lead sponsor for Hyderabad Sunrisers during IPL, it was natural to get leading cricketers to confess as to how a good hotel stay is always on the mind!”

The new campaign assures its customers that while cricket can be a game of glorious uncertainties, great hotel booking experience is an absolute certainty when booked through MakeMyTrip.com.

“As a brand MakeMyTrip wants to stand for the promise of absolute certainty when it comes to hotel bookings. Given that MakeMyTrip has partnered with Sunrisers Hyderabad it gave us the perfect platform to contrast the insight of cricket being a game of glorious uncertainties to the absolute certainty promised by the brand on hotel bookings” says Sanjay Sharma, Group Creative Director, Draftfcb Ulka Delhi.

The commercial is based on the insight that players spend a majority of their time, while touring, in hotels. And a good hotel goes a long way in influencing his performance on the field. We see 3 IPL Sunrisers Hyderabad Players, Ishant Sharma, Cameron White, and ShikharDhawan being interviewed by commentators on their performance however to their utter surprise the players start narrating about their great hotel experience!
There is a master film of 30 seconds and subsequent edits of 25 seconds and 20 seconds.

Credits
Brand : MakeMyTrip.com
Client Team : Manish Kalra, Vamsi Murthy
Agency : Draftfcb Ulka (Delhi)
National Creative Director :Chax
Senior Creative Directors : Sanjay Sharma
Creative Team :Abhijeet Ray, Tiyasha Ray
Account Management : M. N. Damodaran, Debasish Das, Rachin Mahendroo
Agency Producers : Ganesh Iyer, Alpa Jobalia
Production House : Mad Studios
Director : Abraham Cherian
Producer : Sunil Manchanda
Music :Amal Malik

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