MakeMyTrip, the online travel company has adopted a new way of brand positioning that will include a new logo and tagline as well. The firm’s previous tagline was ‘Memories Unlimited’ and now it has been changed to ‘Dil Toh Roaming Hai’. The firm has also come up with a five week marketing campaign that will be covering digital media, radio, print and TV. It will also use the ongoing IPL (Indian Premier League) to promote its new brand positioning.
The brand film shows people on vacation at locations such as a boat ride, enjoying by the pool side, a drive through snowfall and so on as they decide to take a break from the usual. The film also integrates MakeMyTrip’s service offerings providing a hassle-free and seamless travel experience. The voice over for the commercial has been given by director and actor Naseeruddin Shah.
MakeMyTrip has spent between Rs 45 crore and Rs 50 crore in the last year on advertising, claim the sources close to the firm. This year, the firm is expected to spend over Rs 80 crore on advertising.
Regarding this, the firm’s Chief Marketing Officer, Saujanya Shrivastava claimed that quantitative research over the last few years have highlighted that travel is no more an annual event. To tap into this potential, the firm has decided to intervene earlier in the travel planning cycle. For this reason, the firm has transformed their positioning in response to the modifying customer culture.
MakeMyTrip’s media buying agency is Mediacom and the firm has recently moved its creative mandate to the Publicis Communications from FCB Ulka. The prime idea was to find the next wave of brand positioning and the firm has invited several agencies such as FCB Ulka to present the journey further for MakeMyTrip, claimed the executive.