Yatra.com has rolled out two ad films conceptualised by McCann Erickson, which went on air on 10 October.
The films make the case for hotel bookings on Yatra at discounted rates, instead of piling on to relatives when one goes out of town. It does so while highlighting the perils of staying with 'near and dear ones' with some humourous plots.
One of the films features a young man Karan coming from out of town, about to enter a relative’s house. His smile vanishes when he overhears his relative saying there's nothing wrong in asking Karan, who stays with them each time he's in Delhi, for a kidney. He makes a hasty retreat.
Another film features another young man Sahil, sitting on a bed unpacking his bag. He overhears his hosts talking about the option of Sahil marrying ‘baby’. Looking at a picture of an overweight ‘baby’, a frightened Sahil begins to frantically pack his bags.
Both films end with the message, “Ehsan mat lo. Discount lo” (Don’t take favours. Take discounts), and pitching Yatra.com.
Sharat Dhall, president, Yatra.com, said, “The latest TVCs by Yatra.com highlights the range of offers/discounts that Yatra.com has on its assorted inventory of hotels. Based on our internal findings that 36 per cent of our customers stay at their friends or relatives place instead of booking a hotel, the message ‘Ehsaan mat lo, discount lo’ aims to drive greater adoption of online hotel bookings with travellers.”
Creative agency: McCann Erickson