Targetted at aspirational Indian travelers, the campaign highlights the salient benefits of MakeMyTrip alternative accommodations in a light-hearted manner.
MakeMyTrip has launched a new campaign, #MyKindaStay with its brand ambassadors — Ranveer Singh and Alia Bhatt, to encourage Indian travelers to choose and book from a wide range of alternative accommodations including Villas, Apartments, Homestays, Hostels, Cottages, Farm Stays and more through its app and website.
The multi-platform campaign underlines how alternative accommodation options on MakeMyTrip will cater to varied travel interests and needs. From offering privacy to couples, value for money and a sense of freedom to a group of friends, access to a private kitchen to a family with kids, the segment provides options to all travel cohorts to get accommodation that aptly fits their needs.
Sharing his thoughts on the new campaign, Sunil Suresh, Group Chief Marketing Officer, MakeMyTrip said, “A stay that suits your needs perfectly doesn’t just elevate your experience but is also a travel delight like no other. With over 1,70,000 choices of apartments, villas, hostels, and homestays on our platform, everyone is sure to find a place that’s just their kind of stay. It is this aspect of travel that we have brought alive through our campaign on alternative accommodations. We have expanded the accommodation choices to fit everyone’s travel needs. We are confident that the campaign will attract a large number of travelers to try these diverse stay options through our platform.”
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As part of the television commercial, Alia will be seen in a quirky avatar, advising Ranveer ‘not to worry about space constraints as the booked Villa or Apartment will have enough room for everyone’. First, in the series, the two commercials targeted at ‘Group of friends’ and ‘large family’ – successfully delivers the message that travelers will never have to adjust or compromise with space and other accommodation needs while picking these properties. The campaign will be run across social media platforms including Instagram, Facebook, and YouTube among others.
The campaign is well-timed as demand for Alternative Accommodations gains a strong foothold in the market. A recent survey by the company revealed that more than 48% of travelers are most likely to book alternative accommodation for their next trip.
Commenting on the growth of the category, Vipul Prakash, Group COO, MakeMyTrip Limited shared, “At a time when customers, especially millennials prefer experiential travel choices – alternative accommodations are offering quality yet economical, offbeat options and it is only set to grow more popular within Indian travelers. As a platform, our endeavor is to empower our customers with more and more choices so that they always find the best fit at their one-stop travel shop.”
Conceptualized by MagicCircle Communications, Hemant Misra, Managing Director of the company shared “The campaign breaks set expectations from accommodations. For years travelers know what to expect and where to compromise. With new accommodation offerings, MakeMyTrip breaks these ‘adjustments’ travelers make and delights them with new possibilities. The distinctive personality and style of the brand are brought alive by Alia and Ranveer.”
- Agency – MagicCircle Communications Pvt. Ltd.
- Creative – Dheeraj Renganath & Natwar Singh (Executive Creative Directors), Saarthak Dutt (Creative Director – Copy)
- Management – Hemant Misra (Managing Director)
- Planning – Prashant Dharmarajan & Alankrita Narula
- Account Management – Kunal Sharma & Ana Iman
- Production House – Chrome Pictures
- Director – Amit Sharma