MakeMyTrip launches ‘Uncancel’ feature
Watch the ad film conceptualised by FCB Ulka here
Mar 24, 2015 08:58:00 AM | Video | Campaign India Team Share -
MakeMyTrip has launched a digital film to highlight its ‘Uncancel’ feature. The film has been conceptualised by FCB Ulka. The agency has also developed customer care centre scripts, introduction mailers, digital banners, and the launch films to promote the feature. Two more films will follow.
The film begins a young man named Karan (aged 23 years) who is planning to meet his father for the first time. He narrates that his parents divorced each other when he was just a few months old and which is why he never had an opportunity to meet his father. He narrates how his mother always wanted him to be like his father, which to him was a strange thing. All though his life, various people have asked him about his father and Karan has been unable to answer such questions. His mother hands him the father’s business card encouraging her son to meet him. Acting on an impulse, he books his tickets. Post booking the trip, several questions started running through his mind and Karan ends up second guessing his decision to make the trip and cancels his bookings. Eventually, his father gives him a call encouraging him to visit. Soon enough, MakeMyTrip calls him up to follow up on his cancelled bookings and whether he would like to ‘Uncancel’ the same allowing him to make the trip at a later date without incurring any extra cost. Karan makes use of the feature and goes to meet his dad. The film progresses to show Karan spending time with his father. As he is on his way home, he thanks MakeMyTrip for making the trip possible. The film ends with a brand sign off and a super reading, ‘Because some trips are more than just trips’.
Sachin Das Burma, group creative director, FCB Ulka, commented, “In advertising, we usually wait for the client to develop the product and give us the brief to create communication. But in this case, we took the lead in recommending a product, scoping out its features and then designing the entire communication package. We were lucky to have a client who trusted our vision and persevered through a long period of conceptualisation that involved massive changes at their end – in product features, processes and technology integration.”
Creative agency: FCB Ulka
Group creative director: Sachin Das Burma