Mumbai : 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 TV, print, radio and digital media. It will use also the ongoing IPL to promote the new brand positioning.
The company spent Rs 45-50 crore in 2014 on advertising, sources said. This year, the advertising 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.
MakeMyTrip has acquired travel planning website Mygola, founded by IIT Mumbai batchmates Bapna and Prateek Sharma in 2009, claims it can help travellers create custom trips in 15 minutes.
Mygola’s mobile app uses technology to curate content — videos, open/close hours, tips from travellers, panoramic views — all on a massive scale, specific to individual user’s tastes.
The acquisition could potentially give MakeMyTrip a greater foothold in the mobile space.