The Vocal Local Holiday Invite

In South India, holidays aren’t just booked, they’re approved by trusted voices - neighbourhood agent, close friends or that family WhatsApp group. Price helps, but it’s the “heard-it-from-someone” trust that seals the deal.

The challenge was to create a campaign that forces thumbs to pause on MakeMyTrip. And for that the brand had to feel less like an app and more like that friend who knows where to go next. So, we let the destinations do the talking - literally. But not through postcards or ads - through its most iconic local: the animals. Say hello to “The Vocal Local” - a Reels-first campaign where a Thai elephant, Balinese monkey, and European cow (yep!) personally invited South Indian families over for a holiday. Witty. Warm. And delightfully unexpected.

Each 15-second Reel featured an AI-humanized animal, full of charm and cheek. Speaking like a friendly host with irresistible offers, they made booking a package feel like getting an invite from a savvy, well-travelled friend. Think: less ad, more "macha, just book it la!"