MakeMyTrip.com is India's largest online travel booking company. Most of their business is a direct result of deals and offers which are showcased with all the subtlety of a flame thrower. However, after a brand audit, they found that they were slowly losing grounds to newer global players like Expedia, who were perceived as more upmarket. As a result margins were hit because they ended up looking "cheap". They came to us with a design brief - revamp their advertising, create a design language that allowed them to create impactful internet friendly promos that made them look like a top international player. Since travel deals were usually last minute, these creatives are generally created in-house within 15-30 minutes.
One of the key aims was to create a design family across different platforms. During peak season, you will be able to access an incredible range of content via a wide range of devices and it was important that the experience across each was joined up and consistent. We wanted a sense that they all form part of the same overall experience. The design team's ambition was to create a simple, pragmatic look that can be turned out quickly with the aid of a bank of images and a design language to maintain consistency. Lucid, elegant and impactful.