MakeMyTrip, India’s prominent online travel company, has launched its latest campaign called #AsliStar during the IPL season, aiming to highlight the concept of ‘star power’ with a unique twist. The campaign features four films starring Jackie Shroff, Prabhu Deva, and Shankar Mahadevan, showcasing their distinct styles and talents without showing their faces.
The campaign emphasises MakeMyTrip as the ‘Asli Star’ (real hero) by promoting the benefits of booking hotels and homestays through their platform. In the films, Jackie Shroff imparts life advice about maximizing experiences both during trips and in everyday life, Prabhu Deva expresses his love for dancing freely in a hotel room with great amenities, and Shankar Mahadevan sings enthusiastically about the diverse offers available on MakeMyTrip.
A fourth film featuring two cricketing legends will be released later this week as part of the campaign. The films include inside jokes and references for true fans and internet enthusiasts to enjoy.
“When it comes to advertising, our goal is to keep upping the ante on the quirk-factor or the humour in our campaigns. Easily relatable situations, characters and people are brought into the fold of the brand’s communication but with a distinct MakeMyTrip edge. For this campaign too, we wanted to spotlight our fabulous hotels and homestays offerings with an equally fabulous star cast. It turns out that each of the personalities in our 4 films are real-life patrons of our platform. This information and their own distinct personal styles combined really brought our vision to fruition,” Raj Rishi Singh, chief marketing officer and CBO – Corporate, MakeMyTrip said.
This creative campaign has been conceptualised by the creative agency Talented and directed by Suresh Triveni, Open Image and Radhika Produces Films. “How bold the client, and how humble the celebrity, who hears a concept like this and says yes! Credit to co-founder & CCO P.G. Aditya for not just the creative device, but also letting no one shy away from it. We wanted to work with talent who had stories & personalities bigger than their face value, and an even bigger heart to attempt this format. All the inside jokes and ‘was that really him?’ moments in each film were intentional for rewatchability. If you’re going to see an ad umpteen times, we may as well make it fun, giving you something new to spot each time!”Pearl Alex, Creative, Talented said.