So far away

With wanderlust becoming everyone’s new favourite word and films like Zindagi Na Milegi Dobara encouraging middle class India to think beyond your average Kullu-Manali summers, popular online ticketing website MakeMyTrip has launched a TVC along the same train of thought.

Targeted at urban middle class India between ages 25 and 40, the TVC has a montage of holidaying families discovering new places and embracing new experiences through travel. Saujanya Srivastava, chief marketing officer, MakeMyTrip, says, “We observed that, of late, people are not just looking to travel for leisure but for experiences. People have started realising that you will be remembered more for the stories you tell than for the badges you wear. We want to fuel that travel ambition and our new positioning builds on these attributes.”

Partha Sinha, director and chief strategy officer, Publicis Capital, which worked on the ad, adds, “Over the past 15 years, the idea of travel in India has changed but no company has changed its communication. Just like people have career ambitions, people now have holiday ambitions, too. Holidays are about much more than taking a break now. We wanted this campaign to go beyond the transactional meaning that other ads in this category portray.” If this ad manages to get you on the next flight out, MakeMyTrip is not complaining.