India is not only large, but it is also immensely diverse. There are many Indias inside one India and hidden gems that only the locals from that particular region know of. And there's something special about visiting unheard locations that few travellers venture to find hidden places where they can enjoy the mesmerizing landscapes.
In order to provide a virtual journey to these secret hidden locations, MakeMyTrip wanted to work together with top Instagram influencers to encourage everyone to travel and rediscover the unseen, pristine places of India.
As a part of this initiative to inspire travellers to explore these hidden gems, the brand launched India's first online travel parade, where travel influencers will explore every state and union territory.
- To kickstart this campaign, MakeMyTrip began working on this large scale campaign on Indian Republic Day 2021. For us Indians, from watching army parades to getting a glimpse of a colourful culture showcase, Republic Day holds a special meaning.
- And with the help of Indian Influencers, the brand nudges its audience to explore Indian culture in different states on Instagram.
- The campaign began by leveraging 60+ travel, lifestyle, vloggers, celebrities and other creators from different states during Republic Day to stoke love for India's hidden travel gems and build brand love for Make My Trip in the process.
This larger than life campaign took all our efforts to make it a success. Connecting with these many influencers and executing the content on an operational level is what made it one of the most talked-about campaigns.
In a bid to inspire travellers to explore the lesser-known destinations that guarantee to leave the traveller mesmerized, MakeMyTrip collaborated with eleve to bring in 60+ renowned travel Instagrammers as a part of the auspicious #MyIndia campaign.
- The campaign not only helped Indians explore more than 100 hidden gems in 19 states and 3 union territories over the span of 60 days, and highlighted some of the most majestic, unseen places of India through their image posts, videos and Instagram Reels, thus culminating a larger than life campaign.
- Ajinkya Rahane, Virender Sehwag, Mary Kom, Sunil Chhetri, Saina Nehwal, R Ashwin, Suresh Raina, Bollywood celebrities like Guru Randhawa, Pankaj Tripathi and travellers like Wanderwithsky, and Shenaz Treasury all created stories on India’s republic day on Jan 26, 2021, to kickstart the campaign.
- Apart from the celebrities, as mentioned earlier, other Instagram influencers created content for Hidden Gems Video and Hidden Gems carousel posts. At the same time, many of these also posted their stay videos encapsulating the beauty of the hidden travel destinations with numerous engaging Instagram stories that helped them generate excitement for upcoming content videos with MakeMyTrip stickers and campaign hashtags.
- During this campaign, the brand identified that using influencers, not for their ‘followership’ but as local travel ambassadors brought out their authentic voice. And passing ownership of the idea by giving people a chance to participate made this a community-first campaign. Thus making people more engaged and involved in the overall message of this initiative.
- On MakeMyTrip, travel booking patterns that continue to see a month-on-month increase since the festive and winter holiday travel season are a testimony of the way travel is picking pace domestically.
- After the campaign, destinations including Shillong, Khajjar, Hampi, Alleppey, Chitrakoot, Kutch, Thar and islands in Andamans found more takers as travellers venture out to explore lesser-known destinations across the country through the MakeMyTrip travel platform.
Here are the complete stats about the campaign.
- IMPRESSIONS - 8.6 Million+
- REACH / VIEWS - 9 Million+
- ENGAGEMENT - 1.3 Million+
- 11.53% MoM growth in followers on IG as against the goal of 2.5%
- 11K+ Shares/Saves for the ‘Unseen India’ film - highest-ever for a long-form video
- 18.82% Instagram Engagement Rate as compared to the goal of 10%
Video for MakeMyTrip #MyIndia (By The Glitch & Eleve Media)
