MAM

Cancel flights of fancy, says DIAL in new campaign

Lauded for putting fliers’ safety over business interests through campaign

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2021/06/03/photogrid_plus_1622706297545.jpg?itok=TGKcIqDl

Mumbai: Delhi International Airport Limited (DIAL) has won hearts online for its effort to discourage people from non-essential travel. DIAL launched a social media campaign with a series of #TravelTomorrow quotes to drive home the message with a twist. The campaign was conceptualized by 22feet Tribal Worldwide, part of the DDB Mudra Group.

With the country grappling with the second wave of the pandemic, people have been advised to stay indoors to curb the spread of Covid-19. In a crisis of this nature, non-essential travel is best avoided. However, constant reminders of beautiful locations, serene beaches on social media can potentially trigger housebound travellers to put their pending travel plans in action. This insight was an enabler for DIAL to go against the very grain of its own interest and launch a campaign that puts national interest first, for the safety of the people and the country.

Motivational travel quotes are regularly seen over social media, and they are often shared with a beautiful backdrop that immediately makes one want to be part of that exotic locale. The idea was to play around with people’s expectations around such inspiring travel quotes. The campaign was brought to life by putting a unique spin on often used terms such as ‘Carpe Diem’ and ‘Wanderlust’ with visuals of looking out from a window, showing beautiful locations but from within the safety of one’s home.

22feet Tribal Worldwide national creative director Debashish Ghosh said, “Social media captures an individual’s imagination, especially when they are cooped up in their home with a limited set of activities. In the current scenario, staying home is the best way to protect ourselves and leisure travel must be avoided. While DIAL is at the forefront of receiving and facilitating aid flights as well as Vande Bharat flights from across the globe; the travel facilitator also took on the responsibility to dissuade people from non-essential travel. The team deployed a counter-intuitive take on popular travel verbiage to inject the message with a dose of levity. And that’s how this campaign came to fruition.”

The campaign is live across social media platforms such as Instagram, Facebook, Twitter and LinkedIn.

·       https://www.instagram.com/p/CPk-3cNnPXu/

·       https://www.instagram.com/p/CPcn_x4nwLM/

·       https://www.instagram.com/p/CPV5qzxHidc/

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/03/ste.jpg?itok=hqpHydf8
Stellantis bolsters leadership team with key appointments in India

Mumbai: Automotive company Stellantis on Tuesday announced a slew of appointments to bolster its leadership team in India. All appointees will report to Stellantis India, CEO & managing director Roland Bouchara, the statement said. The latest development follows the recent remodeling of the...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/03/photogrid_plus_1627974107209.jpg?itok=CeskjVOi
Mindshare India names Vipasha Bhuptani as communications planning lead for Content +

Mumbai: Mindshare India, GroupM’s flagship agency has announced the appointment of Vipasha Bhuptani as communications planning lead for the Content+ team. She will be based out of Mumbai and will report to Mindshare Content+ & partnerships, senior vice president, Ajay Mehta. In this role,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/03/photogrid_plus_1627969055488.jpg?itok=P8eVR4Az
OMG appoints Bharat Khatri as chief digital officer, APAC

Mumbai: Omnicom Media Group (OMG) has brought on board Bharat Khatri as chief digital officer for its operations across APAC. Khatri will be based in India and report to OMG APAC, chief investment officer, Paul Shepherd.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/03/avneet_singh.jpg?itok=ykNFmjUB
Digital marketing really worked for us during the pandemic: Super Plastronics's Avneet Singh Marwah

When the second-generation entrepreneur, Avneet Singh Marwah took over the reins of the company, it was still known for manufacturing plastic injection moulds which it started in the 1970s and 80's. He slowly steered it into what it is today – one of the country's largest TV manufacturing firms and...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/02/shree_cement.jpg?itok=bQRpn-zD
Shree Cements to honour India's Olympic winners with special gesture

With Mirabai Chanu opening the medal tally at the 2021 Tokyo Olympics, the nation waits anxiously for India to bag more medals at the world's biggest sports event.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/02/photogrid_plus_1627904348277.jpg?itok=yxLp-L-n
ixigo introduces six independent directors to the board panel

Mumbai: Online travel app ixigo on Monday announced the appointment of six independent members to its board of directors.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/02/acko-perimeter-board.jpg?itok=g4PbFpKv
Dentsu Webchutney wins digital & social media mandate for ACKO

MUMBAI: Dentsu Webchutney, the digital creative agency from the house of dentsu India, has won the social media mandate for digital insurance policy provider, ACKO General Insurance. The account was won following a multi-agency pitch. In four years, the insurance brand, with its entire operations...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/02/photogrid_plus_1627897161520.jpg?itok=eIcm2PmC
Manish Sharma becomes chairman and president at Panasonic India

Mumbai: Japanese electronics major Panasonic Corp on Monday announced the promotion of Manish Sharma to chairman and president of Panasonic India. In his new role, Sharma will assume responsibility for leading the Panasonic operational excellence India, and Panasonic India appliances company,...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/08/02/photogrid_plus_1627893405465.jpg?itok=y67oBN1h
Glad U Came wins PR mandate for Indulgeo Essentials

MUMBAI: PR and influencer marketing agency, Glad U Came has bagged the PR mandate for Indulgeo Essentials, a luxury organic skincare and haircare brand. The Mumbai-based agency's team will be handling brand enhancement and influencer engagement for the brand.  The agency’s key responsibilities will...

MAM Media and Advertising Account

Sign up for our Newsletter

subscribe for latest stories

* indicates required