In today's world, where information is available at the click of a button, travel & holiday booking apps face challenges far beyond simply outpacing competitors. Like marketing any commodity with few distinguishing features, the genius often lies not in hard selling an unheard-of feature, but in offering a fresh perspective on specific user (travelers in this case) behaviours. MakeMyTrip's latest campaign precisely achieves that, which makes it such a compelling watch.Each film in the campaign addresses key behavioural patterns in the travel industry, whether its traditional group tours promising 'Indian pleasures' abroad, rogue villa listings, or the perennial issue of hidden charges. What sets this campaign apart is its sharp insights and its tongue-in-cheek humour and banter between the two main protagonists, Ranveer and Alia, cleverly poking fun at stereotypes.The relatability of the films, paired with brilliant performances by the actors, adds an undeniable charm to the storytelling. The seamless alignment of the brand's USP with addressing familiar traveler pain points adds depth and a fresh perspective.- As told to Alokananda Chakraborty

Campaign's relatability adds charm to storytelling

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is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 88 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.

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{{magzter}} is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 88 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.