Make My Trip - Aakhein Khul Jaengi

The Great Digital Revolution has not only taken urban India by storm but has also immensely empowered non-urban India by giving them access to smartphones and the Internet. This has led them to transition from an offline world to an online one for all their needs – be it shopping or ordering food. But travel still remains a category monopolized by offline agents. 

This opened up the opportunity for MakeMyTrip – an OTA leader brand that till now only spoke to urban India, to become a household name in non-urban India as well. So, we created #AankheinKhulJaengi – a campaign rooted in the nuances of non-urban India. The campaign aimed at making consumers realize how booking their travel online is not only a smart choice but is much more benefiting than doing it the traditional way.

The films capture real slice of life moments of juxtaposition to land the message. One of the films has the protagonist having found his life partner online on a matrimonial site. But when it comes to booking a hotel for his honeymoon, habitually goes for an offline agent. And the brand hooks him in this exact moment to make the point. Both Alia Bhat and Ranveer Singh as brand ambassadors are a sight to behold as they blow life into the characters through their impeccable and nuanced acting skills. 

The response to the campaign left our minds buzzing and hearts melting.

• It became the 5th most viewed campaign during IPL

• Total Hotel Transactions grew by 35%

• Over 50% growth in First Time Hotel Bookers

• Reach of 1.3X of Industry Average

• Branded Reach of 1.8X of Industry Average

• A case study published by Google – a testament to campaign’s effectiveness