MakeMyTrip, an Online Travel Agent (OTA) announced the launch of a new digital campaign focusing on the company’s travel gift cards. The MakeMyTrip Travel Gift Card, available in denominations ranging from INR 1000 to INR 50000 for booking on mobile app and the website. With this new campaign, the company is also introducing its new celebrity brand ambassador, Diana Penty, a popular Bollywood actor. Earlier this year, the company had also roped in Ranveer Singh and Alia Bhatt as its brand ambassadors.
The campaign stems from the brand’s larger positioning strategy – Dil Toh Roaming Hai, as a trustworthy ally fuelling the consumers’ growing travel ambitions. It draws insights from the extensive research conducted by the company to understand the online travel landscape as viewed by customers. MakeMyTrip’s new campaign will be promoted across all digital channels and leads with a film featuring Diana Penty and Neena Kulkarni, Bollywood actor. Both will be seen playing the roles of daughter and mother respectively, celebrating their camaraderie and love.
Speaking about the new campaign, Saujanya Shrivastava, Chief Marketing Officer, MakeMyTrip said, “Our latest campaign focusing on our travel gift cards has been conceptualised keeping in mind that experience is now the new currency of indulgence and leisure travel as a gifting solution is indeed aspirational, affordable and accessible. Through our new campaign, our aim is to help build awareness amongst our TG about our gifting solution and how through the MakeMyTrip travel gift card they can help unleash the travel ambitions of their loved ones by gifting them an experience that is ideal and cherished.”
As per a recently conducted survey by Qwikcilver, the largest end-to-end service provider in the pre-paid gift card space, the gifting market in India is estimated at $30 billion. The gift card category per se is picking up tremendously and is estimated to triple in the next 3-4 years, as more and more consumers are realising the associated advantages.