Yatra.com: India's got a new travel agent

Bhakti Malik

Campaign details

Brand owner: Yatra.com
Agency: McCann Worldgroup India
Brand: Yatra.com
Country: India
Channels used: Email marketing, Internet – display, Internet – general, Magazines – consumer, Newspapers, Online video, Print – general, unspecified, Public relations, Social media, Television
Media budget: 1 – 3 million

Executive summary

The following is a story of how a travel portal in India, Yatra.com, outshone in a hypercompetitive and commoditized online travel category. A number 2 player made its 'Best Deals' promise more credible in a category where this promise was made by all players. Yatra was losing out on transactions to the leader MakeMyTrip and other smaller players.