MakeMyTrip's new campaign harnesses star power discreetly with the ongoing IPL season.
The campaign features four films featuring Bollywood actor Jackie Shroff, dance icon Prabhu Deva and singer-composer Shankar Mahadevan. Despite not showing their faces, their distinctive styles make them easily recognisable. MakeMyTrip positions itself as the true star of the campaign, emphasising the benefits of booking accommodations on its platform. Shroff shares wisdom, Deva expresses his passion for dancing and Mahadevan promotes the platform's offers through a song. A fourth film featuring cricketing legends is set to release soon. The ads include inside jokes for fans and internet culture enthusiasts to enjoy.
Raj Rishi Singh, Chief Marketing Officer and CBO - Corporate, MakeMyTrip said, “When it comes to advertising, our goal is to keep upping the ante on the quirk-factor or the humour in our campaigns. Easily relatable situations, characters and people are brought into the fold of the brand’s communication but with a distinct MakeMyTrip edge. For this campaign too, we wanted to spotlight our fabulous hotels and homestays offerings with an equally fabulous star cast. It turns out that each of the personalities in our 4 films are real-life patrons of our platform. This information and their own distinct personal styles combined really brought our vision to fruition.”
The creative campaign has been conceptualised by the creative agency Talented and is directed by Suresh Triveni, with production by Open Image and Radhika Produces Films.
Pearl Alex, Creative, Talented said “How bold the client, and how humble the celebrity, who hears a concept like this and says yes! Credit to co-founder & CCO P.G. Aditya for not just the creative device, but also letting no one shy away from it. We wanted to work with talent who had stories & personalities bigger than their face value, and an even bigger heart to attempt this format. All the inside jokes and ‘Was that really him?’ moments in each film were intentional for rewatchability. If you’re going to see an ad umpteen times, we may as well make it fun, giving you something new to spot each time!”