MakeMyTrip has rolled out a new feature 'Pay at Check-out' for hotel bookings. To communicate the same, a film has gone on air, conceptualised by Publicis Capital.
The film features the brand's ambassadors, Bollywood actors Alia Bhatt and Ranveer Singh, in desi avatars. At a wedding, Singh plays a flamboyant florist (Raj Dilwala Phoolwala) while Bhatt is the bride's younger sister overseeing preparations. Singh sees Bhatt and walks up to introduce himself. Asked if everything will be in order for the fast-approaching wedding, he replies in the affirmative and seeks an advance payment, providing a window for the MakeMyTrip offering. She contends that even her sister's hotel room is 'cash-on-delivery' using MakeMyTrip. A voice over introduces the new offering. The film ends with the duo chatting, and Bhatt telling Singh that MakeMyTrip is the real dilwale (large-hearted one) as she was even offered a discount.
Rajesh Magow, co-founder and CEO – India, MakeMyTrip, said, “As the market leader, the onus of category creation is on us. Our aim is to provide a smoother, frictionless and convenient hotel booking experience to our customers. Customers today are fairly confident of booking their air travel online. However, as far as hotel booking is concerned they are still unsure about paying for their hotel stay upfront. We understand this concern and with Pay at Check-out,we hope to further mitigate such customer concerns around online hotel booking and endeavour to be the perfect travel companion for our customers.”
Saujanya Shrivastava, chief marketing officer, MakeMyTrip, said, “As part of our campaign earlier this year, we highlighted exciting features and benefits of booking hotels at MakeMyTrip – viz. zero cancellation benefit, wide choice of hotels, great deals and reliability – all of which are key drivers in the category. With the new campaign, we are showcasing the new Pay at Checkout feature. This new feature will be a game changer and will further reinforce the flexibility aspect of booking hotels on the MakeMyTrip platform(s). We believe that this will aid in new user acquisition for our online hotels segment and thereby help meet our larger business strategy of driving penetration of online hotel bookings in India.”
Bobby Pawar, MD and CCO, Publicis South Asia, said, "The ‘Pay at Checkout’ service by MakeMyTrip, revolutionises the online hotel booking experience. Unlike all travel sites, on MakeMyTrip you don’t have to pay when you book the hotel, but after you check out. Our ‘cash on delivery’ experience is so amazing that you will begin to expect it in every aspect of your life. This thought became the hook for the communication.”
The campaign will also be run in Bengali, Telugu, Tamil and Kannada.
Creative agency: Publicis Capital
CEO: Hemant Misra
Managing director and CCO, South Asia: Bobby Pawar
Production house: Chrome Pictures
Director (film): Amit Sharma
Producer: Poonam Wahi