Mumbai: The recently launched television commercials by Yatra.com add a modern and funky attitude to the vintage charm of Indian cinema. Starring Ranbir Kapoor, the films combine the melody of legendary Hindi movie songs with new lyrics announcing the features and bargains offered by Yatra.com.
Each commercial is based on an immortal song pictured on legends like Raj Kapoor, Shammi Kapoor and Rishi Kapoor in renowned films like Shree 420, Junglee and Karz. And who better to pay tribute to these Kapoor legends than 4th generation superstar Ranbir Kapoor himself.
Yatra believes in engaging its consumers, and finding interesting new ways of communicating with them. And so, in true modern musical style, these ads are presented along with karaoke subtitles, encouraging viewers to sing along.
Sujoy Roy, Managing Partner (Creative), Ogilvy Kolkata said, “Every brand announces its offers with great pomp and show. The trick was to make our claims stand out. India loves both Bollywood and travelling. We made a connection between Yatra and these evergreen songs from the Kapoor Khandan to present Yatra’s features in an interesting manner.”
Sharat Dhall, COO (B2C), Yatra.com said,” We are focused on innovating in terms of customer features and benefits, and this set of ads highlight two such industry first features –eCash loyalty points and the airfare-drop protection. With these films we are looking to attract new users to our fold, while retaining the connection with our existing customer base. The ads capture the best of Bollywood – entertaining, yet with a key consumer message, and hopefully will strike a chord with the audience.”
Agency: Ogilvy Kolkata
Creative: Sukesh Nayak, Dhruv Mookerji, Gour K Mukherjee, Partha Pal, Sagnik Gangopadhyay, Angad Singh, Anuraag Bose, Rantideb Mukherjee & Sujoy Roy
Account Management: VR Rajesh, Koyeliya Mukherjea, Sreya Daniels, Anisha Datta
Production house: Chrome Pictures
Director: Hemant Bhandari
Music: Clinton Cerejo
YouTube Links to 2 Films:
Yatra Flight offers: