Campaign India Team
Apr 26, 2013

MakeMyTrip rides IPL wave; promises glorious certainties with hotel bookings

WATCH the ad film created by Draftfcb-Ulka here

wide player in 16:9 format. Used on article page for Campaign.

Online travel portal MakeMyTrip, principal sponsor of the Sunrisers Hyderabad IPL team, has released an advertising campaign, through which it seeks to extend its ‘Memories unlimited’ proposition to ‘Hotels unlimited’.

Through a series of films, MakeMyTrip shows how cricketers spend most of the time travelling during the IPL, which translates into hotel stays during the tournament.

In one of the films, Charu Sharma is shown talking to Shikhar Dhawan, recipient of the 'Man of the Match' award, at a post match presentation. Sharma congratulates Dhawan on his brilliant knock, despite the fact that conditions were a little uncertain. Dhawan surprises Sharma with his response, saying there was no uncertainty involved. Dhawan says, "Everything fell into place, from the hotel booking, to the hotel butter chicken and the hotel pool." The film ends with his fellow team mates Cameron White and Ishant Sharma joining in and saying that everything offered was ‘jhakaas’.

Two more films are a part of the campaign. One shows Sharma winning the man of the match award, while the other features White receiving the same. Watch the films here:

 

 

On the campaign, Sanjay Tandon, chief operating officer, Draftfcb-Ulka, Delhi, said, "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!"

Manish Kalra, marketing head, MakeMyTrip, said, "We have extended our brand promise to ‘Hotels Unlimited’ and are very excited about star players from Hyderabad Sunrisers being a part of our latest Television campaign. The campaign is targeted at building greater customer confidence in booking hotels online. MakeMyTrip offers money back guarantee and last minute hotel deals for same day hotel bookings. Together, they will enhance customer confidence while booking hotels online. MakeMyTrip’s hotel deals are accessible both on the website as well as mobile devices."

Sanjay Sharma, group creative director, Draftfcb-Ulka, Delhi, added, "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."

Along with the TVC, MakeMyTrip will also be looking at promoting the online portal with discounts at hotels during the tournament.

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

 

Source:
Campaign India