DELHI: Online travel booking company MakeMyTrip has launched a new digital campaign focusing on the company’s travel gift cards. The cards are 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. The company had also roped in Ranveer Singh and Alia Bhatt as its brand ambassadors earlier in 2016.
The campaign stems from the brand’s larger positioning strategy – Dil Toh Roaming Hai, as a trustworthy ally fuelling the consumers’ growing travel ambitions. The 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, CMO, MakeMyTrip said, “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.”
As per a 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, said MakeMyTrip.
Musafir Namah Bureau