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The 'Offisial Atyachaar' anthem

By Kapil Ohri , afaqs!, New Delhi | In Digital | August 11, 2009
Online travel agency Makemytrip.com uses a viral marketing campaign to encourage corporate professionals to stand up against 'Offisial Atyachaar' and go for work-life balance

An audio clip of 2 minutes 30 seconds duration, called the Offisial Atyachaar anthem, is poised to spread in the Internet space. The humorous Hindi song depicts the weekly grind that various corporate professionals go through to come out stressed and restless through the week. It subtly provokes users to take short holiday breaks to unwind or de-stress themselves.

The audio clip, available at Offisialatyachaar.com, forms a part of the core of the viral marketing campaign of online travel agency, Makemytrip.com, and has kick started the promotion of its weekend getaways travel packages.

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"Offisial Atyachaar is a thought provoking and much bigger activity than just promoting travel packages," Sheel Saket, vice-president, client servicing, Euro RSCG, tells afaqs!. Euro RSCG has conceptualised the campaign.

Saket adds, "It is aimed at questioning the malpractice of enslaving of the workforce by the bosses, who consider themselves as masters, and plants the seed of a thought in the minds of professionals to take breaks and get out of the weekly grind. Makemytrip.com is pitched in as a travel company which will act as the means to help professionals to unwind."

"We want to convey to the users that it is important to strike a work-life balance. Makemytrip.com wants to address the 'de-stress' issue and create a movement out of it, and thus promote its weekend getaways offers," says Mohit Gupta, chief marketing officer, Makemytrip.com. He claims that 70 per cent of the domestic holiday packages sold on Makemytrip.com are weekend getaways.

Gupta reveals that this is a multi phase campaign and the company has intentionally opted for a new URL and subtle branding option to give a viral nature to the campaign.

The online travel agency will promote the 'Offisial Atyachaar' website and anthem through radio spots, which will be aired from next week onwards. On-ground activations at food courts and cafeterias of offices will be used to encourage the concept of work-life balance. Initially, offices in Delhi and Mumbai will be targeted for on-ground activations. Social media and display marketing will also be used.

Offisialatyachaar.com is developed by a Delhi based web studio called DigiVaasi.