MakeMyTrip’s ad on India-Pak clash comes under attack from netizens

A print advertisement by MakeMyTrip (MMT) taking a dig at Pakistani cricket fans who have come to India to watch their team clash with arch rival is being criticized by many on social media. The ad appeared in all leading English newspapers ahead of the big face-off in Ahmedabad today.

While the copy starts on a warm tone welcoming Pakistani cricketers to India, MMT teased the fans in the second half offering special discount codes to them in India – applicable only if their team loses. The ad, created by Enormous Brands, has not gone down too well with some. 

We spoke to the agency to understand their thought behind the campaign. Sharing why they chose print for the ad in the times of digital, Ankit Pathak, Creative Director at Enormous Brands, shared, “We got a brief from the company that the ad should be a conversation piece for people. So, we decided to design it like a meme that could be shared like a small joke, an idea which is social media-friendly. Whenever we make any communication piece, it is always there in the back of our minds that this should be a part of a conversation on social media.”

Speaking about the brief they got from the brand, Pathak said, “To be honest, we cracked the recent ad campaign for the brand, Tested By Fans. So, we wanted to go a step ahead. We were discussing many angles and realized that owning the India-Pakistan moment would be great, and the client also liked it. A fun approach is what we had in mind for this campaign.”

When asked about the reactions the ad is getting on social media, Pathank said that he has been receiving positive messages from people. He said he has gone through a lot of posts wherein people have admired the thought. 

But clearly, not all seemed impressed with the ad. Here are some tweets wherein people have expressed their unhappiness over the ad

As an Indian, I want to apologize to every Pakistani person for this @makemytrip ad. This does not represent Indian values. It only represents the worst among us. (1/2) pic.twitter.com/xzJ7GWd5hY

— Rahul Fernandes (@newspaperwallah) October 14, 2023

Pathetic from @makemytrip what a awful look for your brand. No sportsmanship no decency a brand for bigoted SM trolls pic.twitter.com/a7jaZjbidH

— Swati Chaturvedi (@bainjal) October 14, 2023

No class, just trash by Make My Trip. Hope your travel services are better than this advertisement. #IndiaPakistan @makemytrip #MakeMyTrip pic.twitter.com/AQ8bgQlVQP

— jyotsna mohan (@jyotsnamohan) October 14, 2023

Dear ⁦@makemytrip⁩, good hospitality starts with some basic decency. pic.twitter.com/VHH8tAunPi

— Happymon Jacob (@HappymonJacob) October 14, 2023

What a horrible ad in terribly bad taste @makemytrip
Would you have done this with any other cricket team?
Stupid immature incendiary fuckers. pic.twitter.com/VysIkoOAp3

— Revs :) (@Full_Meals) October 14, 2023

No longer making any bookings through @makemytrip. Disgraceful trash. https://t.co/nSRwintGAO

— Rohini Singh (@rohini_sgh) October 14, 2023

We asked brand experts on their take on the ad. Samit Sinha, Founder and Managing Partner at Alchemist Brand Solutions, said, “The very fact that you’re asking my opinion about it means that it has done the job of grabbing attention! I think they’ve managed to combine a unique and entertainingly tongue-in-cheek approach to delivering a relevant message to consumers.”

“While the print medium, especially English print, has lost the dominant reach and influence it once had, it still has a loyal audience. And the newspaper medium continues to be an ideal medium for a topical message,” he said while sharing his thought on print as a medium still being strong for communication.

 

Some popular personalities were also seen endorsing the ad.

Na Ishq mein na Pyaar mein .
Jo mazza hai Pakistan ki haar mein.

Aise kaun invite karta hai yaar ?

Sahi khel gaye MMT ! pic.twitter.com/xfN9sk98sG

— Virender Sehwag (@virendersehwag) October 14, 2023

Meanwhile, following the flak the ad received on social media, Homestays and Villas jumped onto the bandwagon and posted a sarcastic take on the whole issue.  

We have no affiliation with this absolutely disgraceful advertisement published by @makemytrip. Our country comes first before any business and we do not serving our property to Pakistan citizens pic.twitter.com/YxBZ5mRN78

— Homestays & Villas (@thehomestays) October 14, 2023