MagicCircle Communications

Client Brief

The lockdown was over. Covid-19 cases were also much lower than before. But the consumer’s travel sentiment was still very low. While few people had started travelling, the vast majority was still waiting for things to become ‘normal again. But the reality was that it was anybody’s guess if and when the pre-covid ‘normal’ would return. Hence the need of the hour was to get build consumer/traveller confidence amongst these fence-sitters. The largest sporting/entertainment event of the year, IPL, was also around the corner.

 

This is the story of how an idea reminded consumers that their happiness was in their own hands, ably supported by the safety offerings by MakeMyTrip.

Idea

Riding on the positivity associated with the IPL, we cracked a campaign idea that urged consumers to stop waiting for things to turn around themselves, and to take control of their own happiness. The key idea was ‘Life ko bolo Game On’. An emotionally charged and honest narrative was at the heart of the brand film starring Aparshakti Khurana, where he echoed the sentiment in most people’s hearts. The digital/social tactical campaign was amplified by tying up with 3 top IPL teams, and featured their star cricketers.

Result

2X App installs for Oct Wk4 exit vs start of the campaign

50% growth in shoppers and order post – vs pre – campaign

Brand film VTR of 44% vs 35% norm on YT

CTR avg 0.8% vs 0.5% norm

MagicCircle Communications

Creative

  1. Gurgaon

Services

Clients

Category Experience

Employees

11-25 Employees

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