Cleartrip has rolled out a campaign 'clear advantages' to highlight the extreme lengths travellers can go to get out of penalties around cancellations.
Conceptualised by Leo Burnett Orchard, the films through the tagline ‘Isse accha Cleartrip kar lete’ (should have picked Cleartrip instead) aim to showcase a unique glimpse into the tendencies of travellers and Cleartrip’s ability to address their issues.
The first film showcases how the protagonist tries to impersonate Hrithik Roshan in an effort to cancel his hotel booking and get a refund for the same. However, his cover is revealed when he responds to his wife.
The second film features the protagonist in a performance review meeting. The head of the team shares that the management isn't happy with their team's results. On the sidelines, the protagonist is planning a Goa trip with his friends on WhatsApp. The head of the team tells them they'll have to work on the weekend. At that moment the protagonist goes to cancel his flight, however, he doesn't get any refund. He then goes on to act as if he gets an electric shock to alert everyone in the boardroom meeting but fails to convince the room because the electric board was switched off.
Both films end by depicting how a traveller doesn't need to go to the lengths of being an impostor or to get a full refund on cancellations with Cleartrip.
Kunal Dubey, chief marketing officer, Cleartrip, said, “The desire to explore is an innate human expression. At Cleartrip, we celebrate this desire and constantly strive to make travel more accessible and inclusive for all. Cleartrip’s Clear Advantage was borne out of this intent. As a brand, we don't just rely on price parity; when a customer chooses us, they are guaranteed a seamless and unforgettable travel experience that is value-driven. While the treatment of our ad films contains an element of humour, these are invitations to bid excuses goodbye and say yes to the wonders of travel.”
Pravin Sutar, chief creative officer, Leo Burnett Orchard, said, “Travel, as a category, has been cracking the wildest of ideas. So, we decided to do something that stands out and stays true to human behaviour. When things don't go their way, people pull the craziest hacks, cook up weird stories, and come up with lame excuses, to get their thing done. And all we had to say was, 'isse accha, Cleartrip kar lete."