MakeMyTrip has rolled out a campaign themed 'Dil toh roaming hai', its new positioning statement. An ad film has been conceptualised by Publicis Capital. It went live on TV and digital channels on 27 April.
The film captures families on vacations at different places.
The narrative takes viewers through the various wishes of a traveler. It features a man enjoying the quiet breeze blowing through his partner's hair as they sail down a river on a boat. A son realises his dream of making his mother witness snowfall for the first time. The third instance is of a mother of two by the pool, watching her husband and kids in the water. Seeing some foreign women in swimwear, she slides into the water to join her family, albeit in her salwar suit.
The reason is soon revealed: 'Dil toh roaming hai' (The mind is always roaming). MakeMyTrip comes into the picture, promising to be the travel partner to cater to changing travel ambitions.
Saujanya Shrivastava, CMO, MakeMyTrip, said, "MakeMyTrip has been instrumental in changing the way India travels. With the widespread adoption of online travel, it was imperative for us as the category leader to unearth a deep-rooted customer motivation and strengthen our association with customers. Leisure travel today is part of lifestyle discourse and there is a strong customer need to come across as 'interesting'. Travel is a via media to increase the 'interesting' quotient. Like financial or career ambition, people today have a travel ambition. The brand repositioning campaign seeks to partner the emergent customer in their growing travel ambition...."
She added, "Our new TVC 'Dil toh roaming hai' showcases how each one of us has a wandering heart with many latent travel desires. MakeMyTrip as the co-conspirator seeks to inspire consumers to give wings to their growing travel ambition. This will not only expand the travel category, but also catalyse the offline-to-online shift."
Joy Mohanty, national creative director, Publicis Capital, noted, "There was a time when it mattered if you were well-read. Today, it is of great importance to people to be well-travelled, and to have a repository of experiences to draw from. It is this that creates the ambition, or a khwaish, that every person wants to fulfill. Our new commercial is about these little stories behind the journeys, the desire to travel for oneself, or for someone else. It is this ambition that drives a son to take his 65-year old mum to see snowfall for the very first time, or for deadline-chasing DINKs to lose themselves in the middle of nothingness. MakeMyTrip is the catalyst that helps fulfill these varied travel ambitions that are fast-growing in every corner of the country. And what better time to do this than the holiday season."
The campaign will straddle digital and on-ground activities, besides leveraging the IPL.
Creative agency: Publicis Communications
National creative director: Joy Mohanty
Chief marketing officer: Saujanya Shrivastava
Production house: Early Man Films
Director (film): Soaeb Mohammed
Producer: Anand Menon
Voice over: Naseeruddin Shah
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins