I was asked for my opinion this morning by a friend on the ad by MakeMyTrip on the front of a city supplement. It was a scaled moment marketing effort that wanted to make the most of the ‘Mauka’. The contention was that it was in bad taste for a sporting rivalry.
Here’s what I said:
It’s an unapologetic hijack attempt of Star Sports’ Mauka Mauka, which has been running for many years. They even use a #NoMaukaMauka.
I am assuming they have negligible business in Pakistan, or are hoping this doesn’t travel via social media.
As far as being in bad taste goes, I don’t entirely agree. This could have been done better. Calibrating discounts to the margin of loss was in bad taste. The moment marketing idea isn’t.
Perhaps they should have said something like, “Dear Pakistani Fans, We know you’re hoping to see your country win. After all, it’s been a long wait. While we wish both teams luck, history seems to be on one side. Just in case Pakistan manages to use this mauka to create history, here’s an offer for you to cheer them in person through the rest of the World Cup.”
And the brand should have refrained from the discount chart.
That said, I was reminded that it really isn’t targeted at Pakistani fans. It just tries to ride the wave and grab eyeballs in India. It could have done better.
I hold nothing against the brand that we have seen some memorable work, including some sparkling stuff featuring Alia Bhatt and Ranveer Singh.
But this moment marketing effort, while timely, seems to suffer from the side effects of jingoism all around us. No one has a problem with the Mauka Mauka series because while it unabashedly pulls a Pakistani fan’s leg, it does do with the right brand of harmless humour. That explains why it is still running.
MakeMyTrip seems to have missed the bus while trying to make the most of the moment.
(The author is Group Consulting Editor, Uplift Medianews4u. Views are personal.)
