1. Case Study: Makemytrip campaign to promote
US as a destination by popular movie integration
• Make my trip.com, one of our clients, wanted to tap into the Indian Diaspora
that travel between India and the US
• Beyond web-based and print advertising, the client wanted to do something
very distinct so as to capture the attention of the audience.
• We suggested the client associate itself with My Name is Khan which stared
Shah Rukh Khan and was predominantly shot in the US.
• The insight that we used was that Shah Rukh is the most popular Indian
celebrity outside of India, particularly among the Indian Diaspora in the US
• We created a TV commercial showing clips of the movie which ends with Shah
Rukh verbally endorsing the brand Make my trip.com telling viewers to plan
their trip using the site
• Print and web based advertisements also reinforced the endorsement of the
superstar with the brand
• All this was done at a fraction of cost as ‘movie association’ without paying any
endorsement fee to Shah Rukh.