OFFICIAL OUTBURST EVENT by Euro Rscg Mumbai for Makemytrip.com

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OFFICIAL OUTBURST EVENT

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Industry Travel Agencies, Tour Operators & Travel Services
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market India
Agency Euro Rscg Mumbai
Executive Creative Director Mani Jayaram
Creative Director Abhishek Chaswal
Art Director Twinkle Teresa Thomas
Copywriter Aashish Nath, Sarabjit Singh Chadha
Account Supervisor Shariq Ali
Released September 2009

Credits & Description

Category: Ambient: Stunts & Live Advertising
Advertiser: MAKEMYTRIP
Product/Service: TRAVEL COMPANY
Agency: EURO RSCG INDIA
Executive Creative Director: Mani Jayaram
Creative Director: Abhishek Chaswal
Copywriter: Aashish Nath/Sarabjit Singh Chadha
Art Director: Twinkle Teresa Thomas
Account Manager: Aditi Sobti
Account Supervisor: Shariq Ali
Advertiser's Supervisor: Abhishek Upadhyay
Date of First Appearance: Sep 18 2009 12:00AM
Entrant Company: EURO RSCG INDIA, Gurgaon, INDIA

Description of Ambient execution
During the recession, our core TA – white collar workers were feeling overworked and underpaid. MakeMyTrip started a protest against official exploitation. It was propagated using various media like Facebook, YouTube virals, radio, blogs, recruitment drives, DM, print ads, PR and Protest March. Directing people to the micro-site – www.offisialatyachaar.com where they could register for the event Official Outburst. And get a chance to demolish a real office. The event was planned in Gurgaon, the corporate hub of Delhi. The location was strategically selected as it had an extremely high concentration of multinational companies that make up for the majority of our TG. An indoor exhibition center with an approximate area of 16000 sq. foot was hired for this event. An entire office set-up complete with all the office furniture and peripherals was created. Participants were short-listed through online registration at www.offisialatyachaar.com and at the event itself through a draw of names. The event had four rounds where 12 participants were let loose in the Office to vent their angst against "Offisial Atyachaar" (ie. official exploitation) with baseball bats. A panel of judges kept a close eye on the ongoing carnage and the participant who caused the maximum damage was judged the winner of the round. Inter-spaced by a live jam session, bikers club recruitment drive and dramatics performance that encouraged people to breakaway from Official Exploitation, there were four winners from each round winning an all-paid weekend break to leading Indian holiday destinations. The participant who dealt the maximum blow on "Offisial Atyachaar" in the opinion of the judges walked away with the Grand Prix of a Weekend Break in an international destination. Around 4000 people turned up for the event. The success of the event could be measured by the increasing demands for Offisial Outburst II.

English Translation of Main Headlines
Enough of official exploitatation.