Offisial Atyachar !-The Outrageous campaign ?
This is one of the most unusual,outrageous but very interesting marketing campaign i have ever come across.
A campaign in which you,if you join,get a chance to break a live office and vent out all the frustration you had against your boss or office.
The Offisial Atyachaar is this new campaign launched by MakeMyTrip.com.
In a nation where you have seen campaigns like Jaago re etc,we see this new totally different campaign.The campaign is basically to promote the new offering by makemytrip.com called The weekend Breakaways.The tag line is ‘Get out before you burn out’ by all your bosses and office workload.
They have launched the whole campaign in form of a protest.A protest against all the atyachari bosses and companies who abuse the work-life balance in india.I have work ex of few years and i know how it feels when your boss asks you to stay back at office after 6 7 in the evening or asks you to come to office on a Saturday.Even i used to feel cant i get away of all and relax and do what i want to do.The campaign hits the nail right on the head on the issue of atyachar in offices.
The website http://www.offisialatyachaar.com is amazing and is made in good spirit,You should definitely visit it to get the feel of the campaign.They have many modes of protest on the website.There is a forum to join the protest.And There are T Shirts at Rs 250 to show your support for the campaign.
The most interesting part of the campaign is the Offisial Atyachar Anthem(loosely based on Dev D’s emotional Atyachar).It has a catchy tune and relevant lyrics.
OFFISIAL ATYACHAAR-THE OFFICIAL ANTHEM
The lyrics could have slightly subtle and less on the vulgar side to reach a wider audience.But is fine as the ad is released current on the web and subtle lyrics would not have given the impression of anger and protest.Download the song(anthem) from here.
The whole protest ends up with this(courtesy : http://www.offisialatyachaar.com)
“MakeMyTrip invites you to Offisial Outburst.
For the first time in the history of Employeeyat, here’s an Offisial way to strike back against all the Offisial Atyachaar inflicted on you. 50 chosen offisials holding baseball bats will stun, smash and annihilate a real offise, while the whole world’s watching.
Date: FRIDAY, 18th SEPTEMBER 2009
Time: 7:30
Venue: The OFFISE, EPICENTRE, APPAREL HOUSE, SEC 44, GURGAON,
Just register here to be there.
All you need to bring along is your angst.”
I dont know how true or real this is gonna be but it sounds totally outrageous(in positive manner),different and unique in every possible way.
They have their own facebook page and number of fans would give you some idea about the interest people have shown in the campaign already and how much are they dying to settle their work-life balance.
But the main point here to think is where does MakeMyTrip fits in or how they get sales for their new package ?
Is the campaign too loud and wayward for a product like a weekend holiday package ?
Is this just an attempt by MakeMyTrip to establish their brand in the clutter of ‘me-too’ online booking websites ?
Or have they taken a feather out of Hari Sadu’s hat (naukri.com) for this campaign ?
There are a lot many unanswered questions right now and the answers to which only time would tell(which is the 18th of September,2009).
What Say ?
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Offisial Atyachar !-The Outrageous campaign ?…
This is one of the most unusual,outrageous but very interesting marketing campaign i have ever come across.
A campaign in which you,if you join,get a chance to break a live office and vent out all the frustration you had against your boss or office….
Like or Dislike:
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