MakeMyTrip gets a Brand Makeover

Online travel company MakeMyTrip has adopted a new brand positioning, including a new logo and tagline. The old tagline, 'Memories Unlimited', has made way for 'Dil Toh Roaming Hai'.
MakeMyTrip gets a Brand Makeover
Online travel company MakeMyTrip has adopted a new brand positioning, including a new logo and tagline. The old tagline, 'Memories Unlimited', has made way for 'Dil Toh Roaming Hai'. 
 
To reflect the new brand positioning, the company has unveiled a five-week marketing campaign covering television, print, radio and digital media. It will use also the ongoing Indian Premier League to promote the new brand positioning. The company spent Rs 45-50 crore in 2014 on advertising, sources said. This year, the budget is expected to be more than Rs 80 crore. 
 
"Qualitative research in the last few years highlighted that travel is no longer an annual event. For this (tapping the potential), we need to intervene much earlier in the travel-planning cycle. Thus, we have transformed our positioning in response to changing consumer culture," Chief Marketing Officer Saujanya Shrivastava said. 
 
While Mediacom is the media buying agency for MakeMyTrip, the company recently moved its creative mandate to Publicis Communications from FCB Ulka. "The idea was to find the next wave of brand positioning and we invited multiple agencies including FCB Ulka to present the journey ahead for MakeMyTrip," said Shrivastava. Several agencies, including Ogilvy & Mather, JWT, Lowe, Leo Burnett, Contract, Dentsu, Cheil, Enormous and FCB, participated in the pitch process. 
 
"While we were given a brief during the pitch process, what we finally gave MakeMyTrip was both strategy and creative idea. While everyone associates holidays with one hackneyed annual trip, in reality people now have travel or holiday ambitions. It could be staying in a five-star hotel for the first time or travelling in an aeroplane. Travelling has now become a lifestyle discourse," said Partha Sinha, director for South Asia at Publicis, which has also designed MakeMyTrip's new logo. 
 
Since its inception in 2005, this is the third time that MakeMyTrip is going in for a brand repositioning. Between 2005 and 2011, the company's tagline was "Wish Click Go". In 2011, it adopted "Memories Unlimited".
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