Musafir.com, which recently entered the Indian OTA market, announced the launch of its first through the line brand campaign. In the latest television campaign, the company’s brand ambassador, Sachin Tendulkar, in a never seen before avatar is enabling aspiring travellers to ‘go ghoomne’ with the simple click of a button. The TVC will be on air across Hindi and English genres.
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 conceptualised 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.
Speaking about the campaign, 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.
