Yatra.com , the 11 years old online travel company, which claims to have a consumer base of 4 million, recently announced its partnership with Bollywood heartthrob, Ranbir Kapoor. The brand changed its logo on January this year and also recently announced Ranbir as their Brand Ambassador. That’s not the end to it, now they have come up with a new campaign with him.
The company reported turnover of Rs 69.1 billion in FY2016-2017. The new campaign by Yatra introduces Yatra’s new brand proposition, ‘India ka travel planner’. The one minute video is set in a hyper-real realm with a contemporary musical score “Koi Nikal Pada Hai”, encouraging everyone to travel.
Created by Ogilvy & Mather the film opens with a family rushing to catch a train on the railway station with Kapoor coming into the picture as an observer. He introduces various types of travels and their needs in the film and that how Yatra.com can fulfil all their requirements.
While commenting on the latest development, Sharat Dhall, COO (B2C), Yatra.com, said,
With the launch of the new brand identity and the recent appointment of Ranbir as our brand ambassador, the idea is to create a brand connect with the new age Indian traveller and position Yatra as a versatile platform that has something to offer to everyone. Communicating the idea that we are ‘India ka travel planner’ is what the new campaign reflects.
To which, Vikrant Mudaliar, Chief Marketing Officer, Yatra.com, added, “Yatra as a brand understands varied consumer preferences, hence, caters to all kinds of travellers and for all kinds of travel. Whether you are a conventional tourist, an experimental traveller or an adventurous explorer, you will always find a suitable solution on Yatra.com.”
According to reports and surveys, 50% of the Indian travel industry could go online by 2020. The market, which has seen the entry of various new brands in the past few years, also invites possibilities of a tough competition between leading players and new comers.
At a time when brands are leaving no stone unturned to woo the consumers, Yatra comes up with a new campaign that aims to break the clutter. The purpose of introducing Kapoor as the new brand ambassador too is to connect with the younger generation.
The video has garnered over 3.1 mn views on Facebook and over a million on YouTube, so far. The campaign is running on TV and digital.