Launches an integrated brand campaign with
brand ambassador Sachin Tendulkar ~
Musafir.com, which
recently entered the fast-growing Indian OTA market, announced the launch of
it’s first through the line brand campaign. In the latest television campaign, the company’s brand ambassador, Mr. Sachin
Tendulkar, in a never seen before avatar is enabling aspiring travellers to ‘go
ghoomne’ with the simple click of a button.
The company has
launched an integrated marketing campaign across television, radio, OOH and
digital. The campaign highlights the ease with which customers can travel to
their dream destination with unmatched deals and offers on flights, hotels and
holidays thereby enabling them to ‘Stop dreaming, start travelling’.
The TVC was conceptualized and scripted by
Publicis Ambience and produced by Native Films. The film is set in a Rajasthani
mela, where a mysterious photographer has put up a shamiana which has people
lining up outside with their luggage. The main idea being that the shamiana is
a metaphor to Musafir, which serves as the portal that transports you to your
dream destination.
Sachin Tendulkar, sporting a moustache and
a turban is the mysterious photographer, the ultimate ‘Musafir’ who urges
people to pose convincingly next to the destination cutouts and transports them
to the real destination. He is naughty and full of life, giving people various
props, encouraging them to get into the moment. His costume of a traditional
Rajasthani local accentuates the light humor and liveliness of the film.
The narrative is
simple and the treatment has elements of popular folk culture. The jingle
with a twist of folk music and English verses gives it a fresh and catchy
appeal.
The TVC was
released on YouTube on 11th November and has already received over 8 lakh
cumulative views. The TVC will be on air across Hindi and English genres
starting 5th December.
Manu
Monga, Vice President and Head Marketing, Musafir.com said, ‘Travel in
India had been reduced to a war of prices. We were clear that we wanted to
bring the conversation back to the simple joys of travel, the sense of
discovery, the promise of an unseen land beckoning, see the traveler in a
person rather than just a tourist, encourage people to travel more for all the
right reasons and not just because of the prices. The brand has been presented
in a way where it immediately strikes an emotional connect with the Indian
travellers. The word ‘ghoom’ strikes an instant connect with every Indian and
this inspired us to conceptualize our brand campaign around the theme of
‘ghoomna’. The
intent was to establish
Musafir.com as a hassle-free travel portal for realizing the travel aspirations
of consumers. We are optimistic that our brand campaign will help us reach out
to many more travellers across geographies and strengthen our position to be a
preferred travel partner in India’ adds Manu Monga.
Paritosh
Srivastava, Head of the Mumbai office of Publicis Ambience,
said,’ Sachin Tendulkar as the brand ambassador
was a huge creative opportunity for us. We were all clear that we did not want
to use him as a cricketer but explore the quirky side of the brand through him.
Sachin is a traveler at heart and immensely enjoys vacations with his family
and was excited to be finally cast as a character in a film rather than the
same old same old cricketer avatar that he dons in real life.’
Apart from the TVC, Musafir.com has branded all Mobile
chargers across Domestic and International Airport in Mumbai as part of the
brand campaign. In addition, radio listeners in metro cities will get to enjoy
the rendition of the TVC with its peppy jingle.
During the pre-launch phase, Musafir.com announced a
social media contest titled ‘Guess the Musafir’. A pixelated visual of Sachin
Tendulkar in the avatar of Shekhu Shekhawat was released online for consumers
to guess who it was. Clever seeding coupled with hints, generated a lot of
curiosity and conversations about the character. In addition, on Sachin’s 200th
match, Musafir.com engaged 200 TAB cabs to provide free rides for fans to the
Wankhede Stadium for five days from designated pick up points spread across
various locations in the city.
Currently Musafir.com is running a visual lead
initiative socially to #shekhufy the world with a turban and moustache, based
on the character that Sachin Tendulkar plays in the TVC.
About Musafir.com:
Founded in the UAE by Sachin Gadoya, Albert Dias and Mohammed Al Thani
in August 2007, Musafir.com is an online travel agency (OTA) with over 8 years of experience in the travel
industry. With the aim to improve the way people plan their
holidays, Musafir.com will offer complete travel solutions to Indian
travellers.
The travel website offers flights to over 3,000 destinations around
the world on over 270 airlines, domestic and international hotel deals at over
75,000 properties, and lots more. Based on the strong continued investment
capability of its parent company, Universal Travels & Tourism from the UAE
and Viva Holdings from India, and its experience in the travel sector,
Musafir.com aspires to be among the top 5 OTAs in India by 2018.
Issued by Chase India on behalf
of Musafir.com
For further information please
contact:
Chase India, Chennai
Krishna Moorthy – 9442191717 /
Asad G Pasha – 9943216959
E: krishna@avian-media.com
W:
www.avian-media.com
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