Yatra.com, one of India’s leading online travel portals, has launched its new series of advertisement commercials featuring its brand ambassador, Bollywood superstar, Ranbir Kapoor. The new TVCs present two unique customer friendly features in an entertaining manner using evergreen Bollywood movie songs with tailored lyrics. The ads have been created with a light hearted and humorous tonality, so as to ensure that the ads are fun to watch. The hummable ads also feature a ‘karaoke’ style format for those who wish to sing along.
Conceptualized by Ogilvy & Mather, the ad films reflect an exquisite blend of the contemporary world with the vintage charm of Indian cinema. Keeping in mind Yatra’s endeavor to make travel hassle-free, seamless and value adding to travellers, the two films highlight its eCash loyalty program, and its unique feature of protecting customers from a drop in airfare post them making a booking. eCash now not only gets a traveller discounts on future bookings, but is also transferable to friends and family, as well as convertible into shopping vouchers from Yatra’s partners. The ads feature Ranbir grooving to Clinton Cerejo’s beats, who has reworked the evergreen and classic tunes in his own inimitable way. This not only captivates the audiences by getting them to smile and hum along, but also reinforces Yatra’s brand message of being ‘India ka travel planner’.
Commenting on the new TVC series, 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.”
Sharing his experience of working on the TVCs, Ranbir Kapoor said, “Yatra.com has always managed to surprise me with its innovative ideas of engaging with travellers. I am delighted to also get the opportunity to pay a tribute to the evergreen members of my family via these unforgettably classic songs that are a part of these ads. It is a matter of honour and pride as Yatra’s brand ambassador.”
“Bollywood has left a lasting impression on the cultural psyche of the nation. And with Ranbir Kapoor as the brand ambassador of Yatra, it seemed a perfect fit to merge the unique positioning of Yatra with the great musical legacy of the Kapoor khandan”, remarked Dhruv Mookerji, Creative, Ogilvy & Mather, Kolkata.
Watch the TVC here:
Airfare-drop protection: here
Creative Agency Credits:
Agency: Ogilvy & Mather, Kolkata
Production house: Chrome Pictures
Director: Hemant Bhandari
Producer: Abhishek Notani