THE OPPORTUNITY
Gone were the days when travellers were only looking for hygiene, location, and basic amenities like TV, AC, Wi-Fi, etc, when it came to their ‘stay’ during a vacation. Now they were also looking for privacy, extra space, self-cooking amenities, and a place where they can just be themselves. This is why Alternate Accommodations – villas, apartments, homestays, hostels, etc. were emerging as increasingly popular stay options in India.
This is the first step we took towards making MakeMyTrip the platform of choice for Alternate Accommodations in India.
THE IDEA
People want variety and the freedom to pick what they think best meets their needs. But more often than not, they’re restricted by limited choices and settle for what’s available. We based out creative offering on this insight to come up with our big idea, No matter what your need, we have the perfect space for you. This translated into the campaign idea of ‘My Kinda Stay’, with the key message in the film campaign being ‘ittu’ se mein mat karo adjust’.
We developed 2 TV commercials featuring our brand ambassadors Ranveer & Alia, which showcased how Indians consider ‘adjusting’ as the norm, and how with villas & apartments, consumers no longer needed to make a compromise. We leveraged social media to maximize our reach using a customized approach. We also created Digital Bumpers to amplify the core message & build category association for the brand.
