MakeMyTrip, a travel portal, and Webchutney, a digital marketing agency, have jointly launched an interactive campaign. The campaign titled 'Amar Prem' (http://responsibletraveler.in/amarprem) is an extension of MakemyTrip's (MMT) 'Responsible Traveller' (http://www.responsibletraveler.in/) initiative. It gives users a chance to scribble on famous Indian monuments online, while keeping their real beauty alive and graffiti-free.
"Instead of preaching, reprimanding or communicating a positive message to raise awareness, we presented virtual incarnations to generate curiosity, to enable them to express their feelings and witness the result of their action, with a complete view of the 're-decorated' monument," adds Kant.
Upon landing on the microsite, users are prompted to make a selection from a choice of three famous heritage sites: the Taj Mahal, the Humayun's Tomb and the Charminar. With life-like images of the monuments, users can, in order to embellish their designs, choose an appropriate spot by zooming in and out of the frontal view, and doodle their message, selecting from a palette of colours, brush styles and other usual tools and icons such as heart-shapes, Cupid's arrow, and flower and butterfly imprints. Once finished, users are encouraged to save their beautiful creations to remind them to preserve the beauty of heritage properties by not defacing them.
Sidharth Rao, chief executive officer and co-founder, Webchutney comments, "We've communicated a grave issue of national concern in a light, interactive manner by establishing an instant connect with the target audience. 'Amar Prem' carries the same undertone of raising awareness and acting responsibly as Responsible Traveller, but with deeper user-engagement. It is a better shot at picking on the conscience of an online audience which is capable of spreading the word and generating positive awareness, both online and offline. Powered by social media and organic content, the campaign can prove to be effective in spreading the message. We are confident that it will bring about a positive change among Indians citizens, beginning online."
Speaking on the future designs of the campaign, Kant concludes, "We have proposed to increase the number of virtual monuments and even add a dash of international flavour to the campaign in its next phase."
The campaign is being leveraged through social networking sites such as Facebook and Twitter to build traction and generate the necessary buzz among the people.