On the eve of the 78th Independence Day, MakeMyTrip teamed up with the Ministry of Tourism to launch their campaign, ‘India: The Homecoming’.
The heart of the campaign is a digital film that showcases India’s transformation and invites people around the world (mainly Indians settled abroad) to explore the country.
Although the concept and execution of the video were excellent, Gulzar Sahab’s voiceover didn’t have the same power it once held. The narration, surprisingly, felt dull and in some places, it was out of sync. While Gulzar’s voice is an ideal choice for romantic shayari or a thought-provoking piece on life, it didn’t suit the MakeMyTrip commercial.
It, sadly, killed the vibe of the video, which otherwise is a visual treat. The voice of Amitabh Bachchan or TV actor Sachin Tyagi would have been better suited.
But the script beautifully captured India’s progress with the line: “Kitna hua hai inn dino badlav toh dekho, tum apne ghar mein laut kar aao toh dekho.” (Look how things have changed, come back home and see)
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The transitions
The ad begins with a phone call between two brothers—one in New York, the other in New Delhi. Visually, it becomes an entry point to showcase the development of the country. The voice-over and changing visuals highlight India’s advancements in infrastructure, festive spirit, diversity in languages, natural beauty, and more.
It is quite evident that the film was given a creative boost at the editing table.
In parts of the video, window-like structures are used to seamlessly connect the storyline, creating smooth transitions between scenes.
The synchronisation of these transitions with the voice-over enhances the overall visual experience.
For example, when Gulzar says, “Din saja dete hai, roshan raat karte hai, hum Madurai zubaan mai bhi baat karte hai” (We decorate the days, brighten up the nights, and even speak in the Madurai dialect), the transition is perfectly aligned.
The video convincingly portrays each scene, highlighting the beauty of India and its people.
And then the brand is integrated, the brother in New York books a flight to Delhi on MakeMyTrip.
Created by Dentsu Webchutney, this campaign aligns with the brand’s recent global expansion, which makes it easier for travellers worldwide to use their platform.
It builds on last year’s successful ‘The Traveler’s Map of India’ campaign, which promoted domestic tourism by featuring over 600 hidden gems across the country.
‘India: The Homecoming’ is part of the Government of India’s long-standing ‘Incredible India!’ campaign, which has been running since 2002.
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Independence from…?
On the advertising front, major events like Independence Day offer an opportunity for brands to connect with consumers on an emotional level.
Brands make the most of this by tapping into the holiday’s patriotic sentiment. But some brands look beyond the regular patriotic message.
For instance, a stockbroker firm Angel One’s #AzaadiKaRaasta campaign took a unique angle by focusing on financial independence.
With over 47,000 YouTube views, the film tracks the journey of four individuals striving for financial freedom, highlighting the dedication and effort required to achieve their goals.
Despite its length of over two minutes, the video remains engaging throughout, thanks to a compelling voiceover.
Similarly, The Health Factory’s #SmallChangesBigImpact for Viksit Bharat offers multiple ways through which individuals can contribute to nation-building, from waste segregation and avoiding online scams to supporting local brands.
Although the commercial by the bread brand gathered only 150 views in its first 24 hours, its message remains strong.
The limited budget is apparent in the direction, but the storytelling effectively conveys the brand’s message.
As for MakeMyTrip—they had the budget, the direction, and a strong and powerful message. A fresh and heavy voice would have taken it to the next level.
Brand: MakeMyTrip & Ministry of Tourism
Agency: Dentsu Webchutney
Voiceover: Gulzar
(Edited by Theres Sudeep)