MakeMyTrip, India’s largest and leading travel services provider unveiled its new brand-advertising campaign today. The campaign has been conceptualized with the objective to strengthen the brand’s connect amongst existing travellers and drive its adoption among new consumers. Through this brand repositioning exercise and the new tag-line ‘Dil Toh Roaming Hai’, MakeMyTrip intends to be travel partner that fuels the growing travel ambition of customers at large.

The campaign reflects the company’s strong connect and deep understanding of Indian consumers along with the width of its travel solutions. The film also integrates MakeMyTrip’s service offerings that enable a seamless and hassle-free travel experience. The voice over for the TVC has been given by the acclaimed Indian film and stage actor and director Naseeruddin Shah. The brand film will be promoted on TV, social media and digital platforms from 27^th April.

Commenting on the new avatar, Saujanya Shrivastava, CMO, MakeMyTrip said “MakeMyTrip has been instrumental in changing the way India travels. With the widespread adoption of Online Travel, it was imperative for us as the category leader to unearth a deep-rooted customer motivation and strengthen our association with customers. 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. The brand repositioning campaign seeks to partner the emergent customer in their growing travel ambition....”

Commenting on the new TVC Saujanya said, “Our new TVC, ‘Dil Toh Roaming hai’, 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 catalyze the offline-to-online shift.”

The campaign will have high visibility and impactful presence in the ongoing IPL, and will be supported by digital and on-ground innovations.

The story of the characters, in the ad campaign, has been brought to life by Joy Mohanty, National Creative Director, Publicis Capital. Talking about the creative concept, Joy said, “There was a time when it mattered if you were well-read. Today, it is of great importance to people to be well-travelled, and to have a repository of experiences to draw from. It is this that creates the ambition, or a khwaish, that every person wants to fulfill. Our new commercial is about these little stories behind the journeys, the desire to travel for oneself, or for someone else. It is this ambition that drives a son to take his 65-year old mum to see snowfall for the very first time, or for deadline-chasing dinks to lose themselves in the middle of nothingness. MakeMyTrip is the catalyst that helps fulfill these varied travel ambitions that are fast-growing in every corner of the country. And what better time to do this than the holiday season.”

Link to the TVC:

https://www.youtube.com/watch?v=ABaEWoG2I8g

The TVC will be on air for a period of five weeks on GECs, news channels and movie channels.