MakeMyTrip is an Indian online travel company that provides flight, hotel, and transportation booking services. This document discusses and analyzes several of MakeMyTrip's marketing campaigns. The first campaign uses a story of a tourist who orders what he thinks is chicken but receives dog meat instead, highlighting the message of "getting what you see". Another campaign shows people's travel desires and ambitions being fulfilled by MakeMyTrip. A third campaign features actors Ranveer Singh and Alia Bhatt promoting MakeMyTrip's new "pay at checkout" hotel booking feature. The analyses explain how each campaign aims to increase transparency, inspire travel, and provide a smoother hotel booking experience.

1. Digital Marketing
Component 1
-Adit Jain
2017-20
17021021013

2. MakeMyTrip

3. ABOUT THE COMPANY
• MakeMyTrip Limited is an Indian online travel company founded in
2000.[1] Headquartered in Gurugram, Haryana, the company provides online
travel services including flight tickets, domestic and international holiday
packages, hotel reservations, and rail and bus tickets.
• As of 31 March 2018, they have 14 company-owned travel stores in
14 cities, over 30 franchisee-owned travel stores in 28 cities, and
counters in four major airports in India. MakeMyTrip has offices in
New York, Singapore, Kuala Lumpur, Phuket, Bangkok, and Dubai.

4. CAMPAIGNS

5. ”JOH DEKHEGA VOHI MILEGA”
• The film (shot in Singapore), shows an Indian tourist in an Asian city
scouring a busy street looking for a restaurant that serves chicken. He
finally arrives at a restaurant called 'Chi-can'. Seeing a promoter dressed
like chicken outside, he fancies this to be the place where he'll get the
chicken he craves. He points at an item on the menu and orders it to the
waiter, comforted by images of chicken on the crockery. Delighted with his
meal, he gestures to the waiter with a 'pak-pak' sound that the chicken has
been cooked deliciously. The waiter responds, with a barking noise 'bow
bow' - thereby informing the disgusted tourist that he was served dog
meat, not chicken. The film ends with a voice over and super that send out
the key message - with Makemytrip's hotel booking, 'Jo dikhega wohi
milega'.

6. ANALYSIS
• They ventured into an area where customers do not get what they
see, which is hotel booking. Friends and deals go a long way to
determine what kind of a hotel we choose when on holiday. We never
know whether we will get the amenities we're shown. This is a
fundamental myth and they are trying to get rid of it by bringing
transparency and the premise of 'get what you see'. So they took a
travel situation which depicts a tourist lost in translation and built the
film around it.

7. ”DIL TOH ROAMING HAI”
• 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.

8. ANALYSIS
• MakeMyTrip has been instrumental in changing the way India travels.
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.
• This ad 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.

9. ‘RANVEER AND ALIA’
• MakeMyTrip has rolled out a new feature 'Pay at Check-out' for hotel
bookings. To communicate the same, a film has gone on air, conceptualised
by Publicis Capital. The film features the brand's ambassadors, Bollywood
actors Alia Bhatt and Ranveer Singh, in desi avatars. At a wedding, Singh
plays a flamboyant florist (Raj Dilwala Phoolwala) while Bhatt is the bride's
younger sister overseeing preparations. Singh sees Bhatt and walks up to
introduce himself. Asked if everything will be in order for the fast-
approaching wedding, he replies in the affirmative and seeks an advance
payment, providing a window for the MakeMyTrip offering. She contends
that even her sister's hotel room is 'cash-on-delivery' using MakeMyTrip. A
voice over introduces the new offering. The film ends with the duo
chatting, and Bhatt telling Singh that MakeMyTrip is the real dilwale (large-
hearted one) as she was even offered a discount.

10. ANALYSIS
• Their aim is to provide a smoother, frictionless and convenient hotel
booking experience to their customers. Customers today are fairly
confident of booking their air travel online. However, as far as hotel
booking is concerned they are still unsure about paying for their hotel stay
upfront.
• The ‘Pay at Checkout’ service by MakeMyTrip, revolutionises the online
hotel booking experience. Unlike all travel sites, on MakeMyTrip you don’t
have to pay when you book the hotel, but after you check out. The ‘cash on
delivery’ experience is so amazing that you will begin to expect it in every
aspect of your life. This thought became the hook for the communication.

11. REACTIONS

12. CONCLUSION
• Overall the campaigns launched by makemytrip have been successful
because of the fact that their way of advertising connects with
people.
• Another thing they bring into their ads is the fun element. Ranveer
Singh and Alia Bhatt have done this job really well by targeting the
tickle bones of the viewers.
• When people feel a natural connect they tend to use the services of
that company, and MMT has been successful in this department with
the use of their campaigns.

13. THANKYOU