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MakeMyTrip’s new campaign ‘Dil Toh Roaming Hai’ stokes Indian travelers ambitions

Online travel company MakeMyTrip has recently repositioned itself from ‘Memories Unlimited’ to ‘Dil Toh Roaming Hai’, its new tagline in response to changing consumer culture.

According to a Lighthouse Insights report, following qualitative research over the last few years, the travel company found that travel is no longer an annual event and MakeMyTrip wanted to leverage that to its advantage. The new brand positioning includes a new logo, in addition to the new tagline.

Online travel company MakeMyTrip has recently repositioned itself from ‘Memories Unlimited’ to ‘Dil Toh Roaming Hai’, its new tagline in response to changing consumer culture.

According to a Lighthouse Insights report, following qualitative research over the last few years, the travel company found that travel is no longer an annual event and MakeMyTrip wanted to leverage that to its advantage. The new brand positioning includes a new logo, in addition to the new tagline.

A 5-week marketing campaign covering TV, print, radio and digital media has been launched. It will use also the ongoing IPL to promote the new brand positioning.

The new campaign has been conceptualised by the company’s new agency Publicis Capital. The agency created a 1-minute film that shows the story of four travelers stories. The voice-over for the ad film is done by actor Naseeruddin Shah.

The first story is of a man and a woman sailing across a breathtakingly beautiful river, enjoying each other’s company. The second is about a son who fulfils his dream of making his mother feel the falling snowflakes. The other two show a woman joining her kids in the swimming pool, despite being full clothed, and a new couple.

On the digital front, the online travel brand is creating buzz about its new tagline. The hashtag #DilTohRoamingHai forms the main crux of its content pieces. A quiz contest was launched on Twitter through which the brand ensured that nobody missed even the minutest details in the ad. Twitter users were asked to complete the ad lyrics or answer questions that required one to just watch the ad all over again. Gratification was in the form of brand vouchers worth Rs. 10,000.

Social media was also used for sharing what happened at the company’s offices during the big announcement. They even did a flash mob and posted a quiz on its blog that helps you find out ‘how roaming is your dil?’

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