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Unconventional Marketing: How MakeMyTrip's Campaign Leveraged 'Invisible' Star Power

During the IPL season's advertising rush, MakeMyTrip has launched a unique campaign that leverages a different kind of 'star power.'

Unlike traditional campaigns, the stars featured in each film do not show their faces in the advertisements.

The campaign features four films with Jackie Shroff, Prabhu Deva, and Shankar Mahadevan, each known for their unmistakable style, voice, and demeanor.

These qualities ensure they are recognizable without the need for a visual presence. MakeMyTrip cleverly uses this aspect to position itself as the 'Asli Star' of the campaign, emphasizing the advantages of booking hotels and homestays through their service.

Jackie Shroff delivers lines reminiscent of Shakespeare, emphasizing the importance of fully experiencing life, both during travels and beyond. Prabhu Deva expresses his passion for unrestrained dancing, particularly enjoyable in a well-equipped hotel room, while Shankar Mahadevan performs a rapid-fire song about the extensive offers available on MakeMyTrip. The films are sprinkled with inside jokes and nods to internet culture, appealing to fans and online communities alike.

The campaign has been conceptualised by the creative agency Talented and directed by Suresh Triveni, Open Image and Radhika Produces Films.

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