Rohit Nautiyal
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Makemytrip.com hosts 'Outburst' against Offisial Atyachaar

At the event, an 'Offise' was smashed to pieces by a bunch of frustrated employees

In August, afaqs! reported about the online travel agency, Makemytrip.com, launching an audio clip, titled Offisial Atyachaar, as a part of a viral marketing campaign kick starting the promotion of its weekend getaway travel packages. Treading the BTL (below-the-line) path, it recently hosted 'Offisial Outburst', a platform for attendees to vent their angst against work place exploitation in a fun environment.

The event was held at The Epicentre in Gurgaon and saw a specially constructed venue, called Offise, inside a hall. Signboards at the entrance and parking area guided people towards the venue. Like a real office, the Offise had a 'reseption' (read reception) and a stage where corporate rock bands such as 'Rusted Strings' and 'The Airborne' performed.

Makemytrip.com hosts 'Outburst' against Offisial Atyachaar
Makemytrip.com hosts 'Outburst' against Offisial Atyachaar
The evening saw games and contests revolving around the theme of Sick Boss. In a game called Udta Panchhi, the player was tied to a chair with a rope. Within 60 seconds, the player was supposed to free himself, shut down a laptop and put a file in the laptop bag. Another stall ran a dart game, named Shoot Your Atyachaari, where participants aimed at the pictures of nagging male and female bosses. Next to this stall, a game called Do you know your Atyachaari was played, where people were supposed to mouth rubbish about their bosses for 50 seconds, without repeating anything.

The high point of the evening was a dummy office comprising work stations and furniture. 50 people selected in a lucky draw got an opportunity to vent their work-place frustration by smashing the Offise with a baseball bat. This was undoubtedly the most enjoyed affair of the evening.

The event was partnered by Radio Mirchi, with RJ Naved hosting Sunset Samosa live at the event, spiced up with sound bites from the attendees.

Mohit Gupta, chief marketing officer, Makemytrip, said, "We feel responsible for initiating healthy discussions around work-life balance – an area that concerns the lives of most working professionals. Earlier this year, Makemytrip was recognised as one of the best places to work for in India, so we find ourselves in a good position to start this revolution. With such initiatives, we intend to encourage professionals to strike a balance between work and personal life by taking more weekend breaks."

The TG (target group) for the Offisial Atyachaar campaign includes working professionals in the age group of 22-47 years. The second phase of the campaign will be driven through the Offisial Atyachaar website and its Facebook community.

The agency plans to take the event to other cities as well.

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