Cleartrip’s Tavleen Bhatia on creating the right vibes with MS Dhoni and CarryMinati

Cleartrip, a Flipkart company, is redefining hotel booking with the latest phase of its Explore Hotels by Vibe campaign. Featuring the unexpected yet engaging duo of MS Dhoni and CarryMinati, the campaign humorously highlights how finding the right vibe is key to a perfect travel experience.

In an exclusive conversation with Adgully, Tavleen Bhatia, Chief Marketing and Revenue Officer, Cleartrip, delves into the inspiration behind this innovative approach, the role of Dhoni and CarryMinati in bringing it to life, and the key Gen Z and millennial insights shaping the campaign. She also discusses digital-first strategies like Mass Meme, Concentrated Handles, and Gen Z Handles, and how they drive engagement in an evolving consumer landscape. Additionally, she shares insights on global marketing strategies that could be adapted for the Indian market to further enhance consumer connection and brand impact.

The "Explore Hotels by Vibe" campaign introduces an innovative way to book hotels. What was the inspiration behind this concept, and how did MS Dhoni and Carry Minati fit into that vision?

Traditionally, booking a hotel has involved a complicated process with numerous steps that often fail to capture the traveller’s true intentions. The "Explore Hotels by Vibe" campaign was inspired by modern travellers who seek experiences that align with their personal vibe and lifestyle. Understanding this shift, Cleartrip aimed to create a feature that allows users to explore and book hotels based on the ambiance and atmosphere that best suit their individual tastes.

To bring this concept to life, we leveraged the star power of MS Dhoni and CarryMinati, two icons who resonate deeply with Gen Z and millennials. Dhoni, with his calm and composed demeanour, embodies reliability and trust, qualities that Cleartrip stands for. On the other hand, CarryMinati, known for his humour and relatability, perfectly captures the essence of spontaneity and fun that the "Vibe Check" feature offers.

By combining Dhoni's universal appeal with CarryMinati's digital savviness, we crafted a campaign that feels native to social platforms. The ad film and related content blend humour, relatability, and trend-driven elements, making them highly shareable and meme-worthy.

Could you shed light on the creative process behind the campaign? Which agency was involved, and how did you decide on the media mix to maximize impact?

Cleartrip collaborated with Vishal Dayama from Braindad.co. The creative process behind the campaign was both innovative and dynamic, aimed at capturing the authentic synergy between two iconic personalities, MS Dhoni and Carry Minati. It all started with the strategic decision to generate buzz through the release of some exclusive BTS footage. This initial leak was designed to pique curiosity and engage audiences by offering a glimpse into the behind-the-scenes interactions between Dhoni and Carry Minati.

As the campaign progressed, we wanted to create a narrative that was both relatable and unexpected. The storyline evolved to reveal that the intended collaboration didn't pan out as originally planned. However, this twist was not a setback but rather an opportunity to highlight the genuine connection and mutual respect that developed between the two stars during their time together.

The culmination of the campaign was a video that showcased how Dhoni and Carry Minati, despite the initial hiccup, found common ground and shared a unique vibe with CT (presumably a brand or project). This approach not only humanized both personalities but also emphasized the spontaneity and authenticity of their interactions. By blending humour, mystery, and the star power of both personalities, we crafted a campaign that resonated with the target audience, driving engagement and anticipation for the "Explore Hotels by Vibe" launch.

What were the key insights into Gen Z and millennial behaviour that shaped this campaign? How did you ensure the messaging and execution resonated with these digital-first audiences?

The campaign was shaped by insights into Gen Z and millennials' love for humour and active online engagement. The strategic approach we adopted ensured that the messaging and execution resonated deeply with digital-first audiences by leveraging several key elements tailored to their preferences and behaviours. By focusing on the genuine interactions and mutual respect between MS Dhoni and Carry Minati, we tapped into the audience's desire for authentic content. Digital-first audiences, particularly younger demographics, value transparency and realness, which we delivered through candid BTS footage and an unscripted narrative.

Engagement was further enhanced through the use of mystery and humour. The initial BTS leak and the unexpected twist in the storyline created a sense of intrigue, encouraging audiences to follow the campaign closely. The infusion of humour, a hallmark of Carry Minati's style, made the content entertaining and shareable across digital platforms, increasing its reach and impact.

The storytelling approach, incorporating a twist where the intended collaboration didn’t go as planned, added an element of surprise that kept the audience invested. This unexpected turn not only maintained interest but also showcased the adaptability and creativity of both personalities, aligning with the dynamic nature of digital content consumption.

You’ve mentioned strategies like ‘Mass Meme,’ ‘Concentrated Handles,’ and ‘Gen Z Handles.’ How do these tactics contribute to amplifying campaign reach and engagement?

The strategies of 'Mass Meme,' 'Concentrated Handles,' and 'Gen Z Handles' each contribute uniquely to amplifying campaign reach and engagement. 'Mass Meme' leverages the viral and shareable nature of memes to quickly spread the campaign message across a broad audience. 'Concentrated Handles' focuses on collaborating with influential accounts that have a strong following within the target demographic, enhancing credibility and reach. Meanwhile, 'Gen Z Handles' specifically targets younger audiences who are trendsetters on social media, ensuring the content resonates and encourages active participation. Together, these tactics create a comprehensive approach that maximizes visibility and engagement across various social media platforms.

What KPIs will you be tracking to measure the success of this campaign? Additionally, how do you see the role of influencers and social media evolving in future Cleartrip marketing campaigns?

In Cleartrip marketing campaigns, the role of influencers and social media is likely to evolve towards even more personalized and authentic engagement. Influencers will increasingly serve as trusted voices, not just for broad reach, but for their ability to connect with niche audiences on a more personal level.

Social media platforms will continue to innovate with new features and formats, such as augmented reality and live streaming, offering fresh ways for influencers to engage audiences. Cleartrip can leverage these advancements to create immersive and interactive content that enhances the travel planning experience.

Over the years, how have you observed consumer behaviour evolving in your sector and how are you adapting to it?

Over the years, consumer behaviour in the travel sector has evolved significantly, driven by technological advancements and changing preferences. Travelers today seek more personalized and experiential journeys rather than just transactional bookings. They prioritize convenience, flexibility, and value for money, often relying on digital platforms for research and booking.

To adapt to these changes, we have focused on leveraging technology to enhance user experience. This includes developing features like the "Explore Hotels by Vibe," which allows travellers to choose accommodations based on their personal preferences and desired experiences. Additionally, we are embracing mobile-first strategies, recognizing that consumers increasingly use smartphones for travel planning and booking.

Are there any global marketing strategies that you believe should be adapted for the Indian market? If so, why?

Global marketing strategies can be effectively adapted for the Indian market by incorporating localized content, leveraging influencer collaborations, and focusing on digital and mobile-first approaches. Localizing content to reflect Indian languages, traditions, and values enhances relatability and engagement. Collaborating with local influencers, who have a strong connection with their audience, can amplify brand reach and credibility through authentic endorsements. Given India's rapidly growing internet and smartphone usage, prioritizing digital and mobile engagement is crucial, especially by utilizing popular Indian platforms and apps. Additionally, community-centric campaigns that celebrate Indian culture and social causes can foster a sense of belonging among consumers. Emphasizing value-driven messaging that highlights quality, affordability, and reliability can also resonate well with Indian consumers, who often prioritize these aspects. By thoughtfully adapting these global strategies, brands can effectively connect with the diverse and dynamic Indian market.

Also Read: Cleartrip unites MS Dhoni & Carry Minati for the Ultimate Travel ‘Vibe Check’