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Tag: Club Mahindra

  • Clicks and trips go hand in hand as travel ads chart new routes

    Clicks and trips go hand in hand as travel ads chart new routes

    MUMBAI: When it comes to travel, Indians aren’t just packing bags, they’re packing pixels. In a year when revenge tourism fuelled wanderlust and digital-first habits reshaped holiday planning, Excellent Publicity’s latest report captures a sector that’s going places literally and virtually. Based on over 30,000 campaigns and TAM Media insights, the 2024 Travel & Tourism Advertising Landscape offers a fascinating peek into how brands sold dreams of getaways to a nation ready to escape.

    Total ad spends in the sector rose by 28 per cent in 2024, with digital commanding a staggering 78 per cent of that pie. Video platforms like YouTube and Instagram accounted for over 62 per cent of these digital spends, thanks to their scroll-stopping visuals and seamless influencer integration. The age of the static banner, it seems, is on a one-way trip to oblivion.

    It’s not just metros that are dreaming big 35 per cent of digital ad impressions came from Tier II and III cities, marking a shift in aspiration and affordability. Goibibo, Redbus, and Yatra rode this wave with vernacular campaigns, cashback offers, and destination-led storytelling.

    Short-form videos emerged as the MVP of campaign visibility, with influencer-led Reels and Youtube Shorts growing 45 per cent year-on-year. Micro and mid-tier creators proved to be the hidden gems of the media mix, converting eyeballs into bookings with hacks, hauls, and heartfelt narratives.

    Despite digital’s dominance, traditional formats still held ground. Television retained a 12 per cent share, proving useful in prime-time slots and regional infotainment, especially for family-oriented travel brands. Print (3 per cent) was used for tactical bursts like seasonal guides, while OOH (6 per cent) stayed visible near airports and high-footfall spots. Radio, though a modest 1 per cent of the mix, was used smartly around long weekends and festive peaks.

    Ad activity spiked during April-June (summer holidays) and again from October to December (festive breaks and destination weddings). Destinations like Ladakh, Rishikesh, Udaipur, and Bali drew big bucks from brands focused on adventure, wellness, and cultural experiences.

    Top spenders included Makemytrip, Easemytrip, Club Mahindra, Agoda, Thomas Cook, and Air India together accounting for over 33 per cent of the total digital travel ad budget. Campaigns ranged from AR-powered itinerary planning to influencer-hosted travelogues and loyalty program launches.

    Emotional hooks also proved effective, with storytelling leaning into themes of nostalgia (“first trip post-COVID”) and purpose (“make memories, not plans”). There was a noticeable pivot to experiential travel, with brands showcasing offbeat stays, cultural immersions, and eco-conscious itineraries.

    “The media mix is evolving, but the message remains timeless: travel is emotional,” said Excellent Publicity co-founder & director, Vaishal Dalal. “The brands winning today are those combining data-led precision with creative ambition making the journey to booking feel as exciting as the journey itself.”

    As Gen Z and millennials continue to shape spending habits, travel brands will need to mix immersive formats, voice AI, sustainability and hyper-personalisation to stay relevant and stay booked. Because in 2024, even holidays needed good content.

  • Club Mahindra onboards Megalodon as its AI creative tech partner

    Club Mahindra onboards Megalodon as its AI creative tech partner

    Mumbai: In a move set to redefine creative marketing in the hospitality sector, Club Mahindra, the flagship brand of Mahindra Holidays & Resorts India Limited (MHRIL), has announced a strategic partnership with Megalodon, India’s leading AI Creative Tech company. This collaboration aims to leverage cutting-edge artificial intelligence to enhance Club Mahindra’s creative output and marketing reach, setting new standards for customer engagement and brand visibility.

    Club Mahindra, a leader in the Indian hospitality sector aims to harness the power of AI to create personalised, immersive, and memorable experiences for its members in the digital domain.

    Expressing her enthusiasm about the partnership, Megalodon founder Rashi Agarwal said, “Collaborating with Club Mahindra allows us to showcase the transformative potential of AI in the hospitality industry. We are excited to bring our innovative solutions to such a respected brand and look forward to achieving remarkable outcomes together.”

    Since the inception of the partnership, Megalodon has been instrumental in revolutionizing Club Mahindra’s marketing campaigns. The collaboration has focused on the development of AI-driven creative assets, including static and video campaigns that resonate deeply with the target audience. These AI-powered creatives have significantly boosted brands digital presence.

    Megalodon co-founder & chief creative officer Sahid SK added, “AI is revolutionizing the way brands connect with their audiences. Through this partnership, we aim to set new benchmarks in customer interaction and satisfaction within the travel sector. Our AI-driven creatives are designed to captivate and engage, creating unforgettable experiences for Club Mahindra’s members.”

    This partnership is a testament to Club Mahindra’s commitment to innovation and excellence in delivering unparalleled vacation experiences. As Megalodon continues to integrate advanced AI technologies into their creative processes, both companies are dedicated to exploring new possibilities and driving sustained growth in the hospitality industry.

    Megalodon, under the leadership of Rashi Agarwal and Sahid SK, is renowned for its innovative integration of AI with creative technologies. Rashi Agarwal, with 17 years of expertise in marketing and communications, and Sahid SK, India’s top AI creator, has consistently pioneered solutions that transform brand communication and engagement strategies.

  • Club Mahindra unveils a heartwarming campaign ‘A Gift of Happiness’

    Club Mahindra unveils a heartwarming campaign ‘A Gift of Happiness’

    Mumbai: Club Mahindra, the flagship brand of Mahindra Holidays & Resorts India Limited, has launched a new TVC ‘A Gift of Happiness”. The TVC is centred around the idea of gifting your loved ones the invaluable present of quality family time through a Club Mahindra membership.

    In line with the brand’s commitment to providing unforgettable family holiday experiences, the campaign revolves around a son’s heartfelt gesture and the surprise gift of a ” 25 years Club Mahindra Membership to his parents. This thoughtful gift is more than just a membership; it represents the profound significance of family ties and the timeless essence of love. It serves as a gentle reminder to prioritize quality time with loved ones, emphasizing how the Club Mahindra membership elevates the vacationing experiences through its unique memberships.

    The film opens with a heartwarming scene of a husband and wife trying to spend quality time together when their son presents them with a Club Mahindra membership as an anniversary gift. The gift is not just a thoughtful present but a sincere token of appreciation for the sacrifices the parents have made for their son. The film beautifully portrays this meaningful gesture, displaying how magical holiday experiences can further strengthen their family bond.

    It further conveys that regardless of age, everyone deserves a vacation to relax and rejuvenate. This proposition mirrors the widespread aspiration for meaningful family moments and underscores the imperative to forge lasting memories.

    The campaign is live across major leading channels and social media platforms.

    Sharing his thoughts on the campaign, Mahindra Holidays & Resorts India Ltd CMO Pratik Mazumder said, “Focusing on the enduring love between parents and children, our new campaign celebrates the essence of gifting exceptional holiday experiences to your loved ones. Gifting enables both parents and children to recreate fond memories, appreciate the sacrifices, and nurture the family bond. It emphasizes the deep connection that family members share, as well as the importance of making memories through exciting holiday experiences that will be cherished for a lifetime.

  • Club Mahindra strengthens presence in Southeast Asia

    Club Mahindra strengthens presence in Southeast Asia

    Mumbai: Club Mahindra, the flagship brand of Mahindra Holidays and Resorts India Ltd (MHRIL), has expanded its footprint in Southeast Asia by partnering with resorts in Vietnam and Indonesia to offer rooms to its members. The partnership will offer members access to two exquisite resorts in Vietnam – Citadines Pearl Hoi An, and Citadines Bayfront – and one in the exotic enclave of Bali, Ayodya Resort. This strategic move reaffirms Club Mahindra’s steadfast commitment in providing unforgettable holiday experiences and reinforces its position as the go-to destination for travellers seeking unparalleled experiences across Southeast Asia.

    Over the years, the group has successfully set a strong foothold in resorts across Southeast Asia including Cambodia, Indonesia, Malaysia, Singapore, Thailand, and Vietnam. With these new partnerships, Club Mahindra now offers leisure holidays at over 12 resorts in Southeast Asia and overall, at 60+ destinations internationally.

    Citadines Pearl Hoi An, nestled on the enchanting An Bang Beach, offer a tropical haven where classical architecture seamlessly blends with contemporary comforts. A mere 10-minute escape to the UNESCO World Heritage Site of Hoi An Ancient Town, guests can immerse themselves in boat tours, night walks, Tra Que village exploration, and exhilarating water sports. The resort, adorned with top-notch amenities, boasts an expansive outdoor swimming pool, beach activities, and a tennis court for outdoor enthusiasts, providing the perfect backdrop for a leisurely retreat. Members can book the resort through the Web and App for Check-Ins starting 13 Jan 2024.

    Citadines Bayfront exudes elegance and Vietnamese charm, enticing guests with pampering at Manu Spa and seafood delights at Ngon Gallery Seafood Buffet. Conveniently located 35 km from Cam Ranh International Airport, this resort promises a swift 40-minute journey to a coastal escape, surrounded by the serenity of Long Son Pagoda and the excitement of Vinpearl Amusement Park. Members can book their stay at Citadines Pearl Hoi An Web and App for Check-Ins starting 14th Jan 2024.

    Ayodya Resort in Bali, a Balinese water palace-inspired haven sprawling across 29 acres, captivates visitors with landscaped gardens and an unrivalled beachfront experience. The resort is strategically located near Uluwatu Temple and Garuda Wisnu Kencana (GWK) Cultural Park, offering guests a cultural feel and breathtaking oceanic views. Bookings are open on the Web and app for Check-Ins starting 13 Jan 2024.

  • Club Mahindra spreads christmas cheer with #MeetTheRealSanta campaign

    Club Mahindra spreads christmas cheer with #MeetTheRealSanta campaign

    Mumbai: Club Mahindra, the brand of Mahindra Holidays & Resorts India Limited, is offering a chance to holiday at Santa Village in Finland through its AI-powered #MeetTheRealSanta campaign. The initiative is designed to spread joy particularly among children and provide them with memories to cherish for a lifetime.

    Club Mahindra’s #MeetTheRealSanta campaign encourages both children and adults to connect with Santa Claus in a unique and engaging way. All kids need to do is write a letter or upload a video with heartfelt Christmas wishes on Club Mahindra’s #MeetTheRealSanta campaign page.

    Upon sending their messages, participants will receive a personalized video message from Santa himself. Moreover, the most creative entries stand a chance to win a free family holiday to Santa Village in Finland. This exclusive experience ensures that families are immersed in the magical world of Christmas, creating unforgettable memories that will last a lifetime.

    Sharing his thoughts on the campaign, Mahindra Holidays & Resorts India Limited chief marketing officer Pratik Mazumder says, “Embracing the timeless magic of Santa, our #MeetTheRealSanta initiative aims to provide magical holidays to children and their families. It also taps into the enchanting world of AI technology to illuminate the faces of the little ones with a personalised message from Santa Claus. At Club Mahindra, we are dedicated to crafting enchanting moments for children and families alike. This campaign is a testament to our unwavering commitment to creating truly magical experiences.”

    The micro site is open and accepting entries until 25 December 2023.

  • Club Mahindra launches discover India NFTs

    Club Mahindra launches discover India NFTs

    Mumbai: Club Mahindra, the leading brand of Mahindra Holidays & Resorts India Ltd, has launched its first-ever, limited-edition series of NFTs, offering a unique opportunity to discover India through digital art. The collection comprises of 25 AI-generated digital artworks inspired by the iconic paintings by global maestros. The series is a fusion art that celebrates the beauty of some of India’s incredible destinations and the spectacular masterpieces by legendary artists.

    The NFT offering from Club Mahindra unveils an incredible opportunity for art aficionados, holiday enthusiasts, and art collectors to own a piece of exclusive virtual art, showcasing awe-inspiring images of Club Mahindra resorts. Club Mahindra has partnered with TreasurePACK to host these utility-led NFTs minted on Polygon POS, offering a diverse range of resort images in MP4 and GIF files.

    Through these fusion artworks, Club Mahindra transports you into a realm where artistry intertwines with the serene landscapes of the resorts. In a stroke of creative brilliance, the pictures of select resorts have undergone a remarkable transformation, seamlessly merging with the iconic works of art by maestros such as Pablo Picasso, Vincent van Gogh, Leonardo Da Vinci, Edvard Munch, Katsushika Hokusai, and Rabindranath Tagore. These meticulously edited images form a harmonious blend, capturing the essence of the resorts’ natural beauty and infusing them with the distinctive styles of these legendary artists.

    Each picture tells a story of its own, showcasing the timeless charm and allure reminiscent of the iconic paintings they are inspired by. Just as the brushstrokes of these masterpieces are eternally unique, so do the Club Mahindra resorts, each possess an unrivalled charm and character. Through this captivating fusion of art and nature, Club Mahindra paints a vivid portrait, evoking a sense of exclusivity and reminding us that, like these extraordinary paintings, these resorts are truly one-of-a-kind treasures awaiting to be discovered.

    Mahindra Holidays and Resorts India Ltd CMO Pratik Mazumder stated, “As Digital collectibles and blockchain technology is evolving in India, NFTs are an enabler for us to offer an immersive experience to our consumers. We are thrilled to present these artistic interpretations of our resort images, blending the worlds of art and family travel. Through these stunning visuals, we aim to inspire our guests and create an immersive experience that goes beyond the ordinary. We believe these images will captivate the imagination and enhance the anticipation of our guests, encouraging them to embark on a truly unforgettable vacation.”

    As a bonus, buyers of the NFTs will receive a complimentary 2-night/3-day holiday voucher, allowing them to experience the beautiful Club Mahindra resorts first-hand. This NFT offer is open to everyone, regardless of whether they are members or non-members. This inclusive approach ensures that art enthusiasts and vacation lovers from all walks of life can avail this opportunity.

  • Club Mahindra launches #HappyHolidaysHappyFamilies brand film

    Club Mahindra launches #HappyHolidaysHappyFamilies brand film

    Mumbai: Club Mahindra, the flagship brand of Mahindra Holidays & Resorts India Ltd has launched a new brand film, showcasing amazing holiday experiences from a child’s lens. In line with the brand’s commitment to deliver magical family holiday experiences, the new campaign, titled #HappyHolidaysHappyFamilies, places a special emphasis on providing children with enriching and enjoyable adventures alongside their families, all while discovering the beauty of India.

    The film opens with two school friends, where one fondly recalls her thrilling vacation and adventures, while the other imagines and lives through it. With children as the protagonists, the film beautifully encapsulates the significance of travel in a child’s life and their innate curiosity to explore new experiences.

    The campaign was launched during the Asia Cup Series in September.

    Sharing his thoughts on the campaign, Mahindra Holidays & Resorts India Ltd chief marketing officer Pratik Mazumder said, “Our new campaign, #HappyHolidaysHappyFamilies, not only celebrates the incredible moments families can enjoy at our resorts but also recognizes the power of children as storytellers. At Club Mahindra, we prioritize creating magical experiences for children and reimagining their holiday adventures. We firmly believe that when children are content, families find happiness, and this campaign exemplifies that sentiment.”

    Club Mahindra has consistently been at the forefront of offering unique and memorable vacation experiences for families across India. With over 125 resorts spread across mountains, deserts, beaches, jungles, and backwaters; Club Mahindra offers magical family holidays. The resorts’ in-house activity center – Happy Hub, is driven by the philosophy ‘Do, Learn, Connect,’ and offers exciting games, adventure, and fun learning for kids, thus enhancing the overall holiday experience.

     

  • Sony YAY! plans a laughter break for kids across 500 schools in India

    Sony YAY! plans a laughter break for kids across 500 schools in India

    MUMBAI: Schools have just begun and it is the time of the year when kids look forward to reunite with their old friends and to make new ones. This year, YAY! toons Honey-Bunny are all set to welcome their young fans in to the new academic session by bringing a fun campaign “Laughter Raja” to their schools. The hilarious duo Honey & Bunny are in a race to be anointed the funniest one, to win the ultimate crown of Laughter Raja. Kids across India are leaving no stone unturned in cheering for their favourite toon by excitedly voting for them through the Sony LIV app.

    Through this campaign, the channel aims to give kids a fun reason to take a break from their usual school routine and share laughter with their best friends. This will continue with a bundle of exciting games like a fun version of musical chairs played using hula hoops with music from the title track of this show. Kid’s will have a gala time in playing their favourite toon while they get to participate as Jholmaal pairs and win exclusive channel merchandise.

    In one of the largest on-ground initiatives, the three-month campaign will see the channel cover around 500 schools across 26 cities. The campaign has also attracted relevant sponsors. ‘Laughter Raja’ is co-powered by Himalaya, Act II popcorn is the associate partner while Club Mahindra is on board as experiential holiday partner.

    With a whole lot of games, fresh content and the excitement of getting to see their favourite toon crowned as Laughter Raja, the kids are in for a YAY!tastic time ahead.
     

  • Turn parents into friends, FCB’s Club Mahindra campaign

    Turn parents into friends, FCB’s Club Mahindra campaign

    MUMBAI: FCB Interface has released an exciting campaign for Club Mahindra. The campaign emphasizes on the need for a real holiday and the joy of creating unforgettable experiences and memories that are made possible by Club Mahindra.

    Taking the time to be with each other is an essential trait of happy, healthy families. It may sound like an oversimplification, but families that play together tend to stay together. Taking a step to help families spend quality time, Club Mahindra with its unique resorts is probably the best place to build lifelong memories with family, this sets the foundation of the campaign.

    The campaign is on air across 55 leading channels supported by print, digital and OOH presence.

    About the film: The film is set in the breathtakingly beautiful backwaters of Ashtamudi Lake where you can find Club Mahindra’s floating cottages. You see this kid fishing from the sit-out of the cottage. When the kid senses a ‘tug’ and pulls out the line, the weed ‘fish’ lands on mummy’s book thus giving her the fright of her life. Seeing mummy all spooked and jumping around like a spring, the boy gets and idea and chases mummy around the cottage and the lawns with the weed. Mummy and daddy’s decision to play and striking friendly bond with the kid forms the crux of this film.

    FCB Interface chief creative officer Robby Mathew said, “When we take the time to play with our children, they end up becoming our friends. And as we all know, there is no generation gap between friends.”

    FCB CEO Joe Thaliath said, “In today’s high pressure environment everyone is on call 24×7. Research revealed that the consumers live with an unresolved guilt. Torn between the desire to provide time and an aspirational life to the family while being committed to their occupational demands, even when on a holiday. Holiday decisions therefore have become all about room, nights, destinations and deals. In this backdrop we wanted to remind the consumer what a ‘real holiday’ was.”

    Mahindra Holidays chief marketing officer Giridhar Seetharam said, “Fast paced lifestyles have ensured that today the home has become just a space for cohabitation rather than bonding and togetherness. Vacation are thus, a fantastic opportunity for the family to relax and experience shared moments of fun, laughter and happiness.”

  • Turn parents into friends, FCB’s Club Mahindra campaign

    Turn parents into friends, FCB’s Club Mahindra campaign

    MUMBAI: FCB Interface has released an exciting campaign for Club Mahindra. The campaign emphasizes on the need for a real holiday and the joy of creating unforgettable experiences and memories that are made possible by Club Mahindra.

    Taking the time to be with each other is an essential trait of happy, healthy families. It may sound like an oversimplification, but families that play together tend to stay together. Taking a step to help families spend quality time, Club Mahindra with its unique resorts is probably the best place to build lifelong memories with family, this sets the foundation of the campaign.

    The campaign is on air across 55 leading channels supported by print, digital and OOH presence.

    About the film: The film is set in the breathtakingly beautiful backwaters of Ashtamudi Lake where you can find Club Mahindra’s floating cottages. You see this kid fishing from the sit-out of the cottage. When the kid senses a ‘tug’ and pulls out the line, the weed ‘fish’ lands on mummy’s book thus giving her the fright of her life. Seeing mummy all spooked and jumping around like a spring, the boy gets and idea and chases mummy around the cottage and the lawns with the weed. Mummy and daddy’s decision to play and striking friendly bond with the kid forms the crux of this film.

    FCB Interface chief creative officer Robby Mathew said, “When we take the time to play with our children, they end up becoming our friends. And as we all know, there is no generation gap between friends.”

    FCB CEO Joe Thaliath said, “In today’s high pressure environment everyone is on call 24×7. Research revealed that the consumers live with an unresolved guilt. Torn between the desire to provide time and an aspirational life to the family while being committed to their occupational demands, even when on a holiday. Holiday decisions therefore have become all about room, nights, destinations and deals. In this backdrop we wanted to remind the consumer what a ‘real holiday’ was.”

    Mahindra Holidays chief marketing officer Giridhar Seetharam said, “Fast paced lifestyles have ensured that today the home has become just a space for cohabitation rather than bonding and togetherness. Vacation are thus, a fantastic opportunity for the family to relax and experience shared moments of fun, laughter and happiness.”