Sachin Tendulkar shows you how to travel with Musafir.com

Recent entrant to the fast-growing Indian OTA market, Musafir.com, announced the launch of its first through-the-line brand campaign with none other than Sachin Tendulkar as its brand ambassador.

In its latest TVC, Tendulkar is presented in a never seen before avatar telling travelers to "go ghoomne" with the simple click of a button.

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 conceptualized and scripted by Publicis Ambience and produced by Native Films. The film is set in a Rajasthani mela, where a mysterious photographer puts 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.

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Sachin Tendulkar, sporting a moustache and a turban is the mysterious photographer, the ultimate 'Musafir' who urges people to pose convincingly next to the destination cutouts and transports them to the real destination. He is full of life, giving people various props and encouraging them to get into the moment.

Speaking about the campaign,Manu Monga, Vice President and Head Marketing, Musafir.com said, "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 toestablish 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."

Paritosh Srivastava, Head, Publicis Ambience Mumbai, 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 the domestic and international Airport in Mumbai as part of the brand campaign.

During the pre-launch phase, Musafir.com announced a social media contest titled 'Guess the Musafir'. A pixelated visual of Sachin Tendulkar in the avatar of Shekhu Shekhawat was released online for consumers to guess who it was. In addition, on Sachin's 200^thmatch, Musafir.com also engaged 200 TAB cabs to provide free rides for fans to the Wankhede Stadium for five days from designated pick up points spread across various locations in the city.

Credits:

Advertising Agency: Publicis Ambience

Creative: Ashish Khanzanchi, Santosh Sonawane

Planning: Suraja Kishore

Servicing: Sunanda Chadha, Kalyani Murti

Film Production from Publicis: Jignesh Maru

Production House: Native Films Private Limited

Film Director: Shirsha Guha Thakurta