Brand News

MakeMyTrip awards its digital mandate to Isobar


Isobar India, a full-service digital agency from the Dentsu Aegis Network, will handle MakeMyTrip’s digital advertising campaign for a fee of up to Rs30 crore

New Delhi: Online travel company MakeMyTrip Ltd has awarded its digital advertising mandate to Isobar India, a full-service digital agency from the Dentsu Aegis Network. As a part of the mandate, the agency will handle the company’s overall digital brand engagement and social media management duties.

The account, estimated at Rs.25 to Rs.30 crore, will be handled out of the agency’s Delhi office. Isobar worked on the company’s last campaign featuring Bollywood stars Alia Bhatt and Ranveer Singh on a project basis.

“Isobar India is a 250 people strong agency which is buying Rs.600 crores worth of digital media. So, we are well placed to handle such a big account,” Shamsuddin Jasani, managing director, Isobar India, said. “Most digital agencies have been reduced to executing ideas of a brand’s mainline agency. We do not want to be one of them. Isobar is aiming to help brands to leverage digital not just from the marketing but also the business perspective.”

“We will be creating brand narratives which will be platform agnostic. The focus will be to drive return of investment (RoI) for the brand. It can be in form of a sale or an engagement,” said Gopa Kumar, vice president, Isobar India.

The company, for the first time, roped in film stars Alia Bhatt and Ranveer Singh last year to drive the growth of its online hotel booking category. Both the actors appeared in a high-decibel campaign ‘Befikar Book Kar’

Founded by Deep Kalra, MakeMyTrip, a NASDAQ listed firm, earned 50% of its revenue from hotels and packages and the remaining from air ticket sales states in 2015-16. The online travel agent is bullish on growing its hotel and packages business and its recent advertising strategy is line with this objective.

Isobar’s clientele includes Adidas, Coca-Cola, Huawei, Google, Enterprise, Kellogg’s, and Procter & Gamble. Isobar is part of the Dentsu Aegis Network, a wholly owned subsidiary of Dentsu Inc.