We continue our battle of the brands with travel platforms MakeMyTrip vs EaseMyTrip. How have the two travel brands fared in this turbulent pandemic year? View part one here.
We look back at audience engagement highlights from 2021 to provide you with a quick summary.
Talkwalker is a consumer intelligence acceleration platform, helping over 2,500 brands drive business impact with actionable consumer insights. The Battle of the Brands series utilises Talkwalker’s AI-enabled Blue Silk technology to analyse millions of images, videos, audio, conversations, and tags from across social media, blogs, news channels, etc. - providing a bird’s eye view of mentions, engagement, and sentiment surrounding some of the biggest brands in India today.
Theme clouds
Top keywords associated with the #EaseMyTripStory campaign - one of the audience engagement highlights in the year for the EMT travel platform. The larger words indicate a greater number of mentions
It’s not every day that you’re greeted with a clear blue sky -- but that was precisely what the EaseMyTrip (EMT) team made sure to deliver on Tuesday, 26 October 2021. Newsreaders woke up to EMT’s front page advertisements across all major newspapers in India, citing the platform’s status as the ‘2nd Largest Online Travel Platform’, and sharing the Pitti brothers’ entrepreneurial journey which began ‘in a tiny-room in 2008’, 13 years ago.
EMT fans took to social media to tweet their congratulations, with more than 1.8k posts tagged #EaseMyTripStory across Twitter on the day of the advertisement alone. On the flip side of the cover image were glowing testimonials from EMT’s most avid users, priming the EMT social media audience to share the same. The campaign garnered 90% positive sentiment for the brand, leaving fans and investors (EMT launched an IPO under ‘Easy Trip Planner’ in March 2021) looking forward to more sunny days on the forecast.
Influencer analysis
Top influencers for EaseMyTrip (purple) and MakeMyTrip (pink) ranked in order, from highest to lowest engagement
The split in top influencers for the two brands is telling of the different communities they are tapping into. EaseMyTrip racks up more mentions under entertainment and finance-branded YouTube channels, while MakeMyTrip features more exclusively through travel-specific journalism.
One reflects a slightly more expansive view of the online travel consumer. Which consumer engagement strategy will pay off in this tussle between the top 2 travel platforms in India? Tune in to this on-demand webinar for more expert insights on leveraging the power of brand communities.
Video and image analytics
Online content with video and imagery engaging with the MakeMyTrip and EaseMyTrip brands
They say a picture is worth a thousand words; And based on image and video results, EaseMyTrip’s association with Bhojpuri cinema has earned it hundreds of thousands in engagement and brand association.
MakeMyTrip (MMT) is also no stranger to leveraging the influence of celebrities and the entertainment industry. Its latest TV ad features Bollywood stars Alia Bhatt and Ranveer Singh as part of their recurring collaboration with MMT.
With news around the Omicron variant dominating headlines, will excitement around MMT’s #JoHogaWOWHoga campaign spill over into social media and online travel consumer conversations? We’ve found a total of 247 mentions since the campaign was launched on 3 November, via Talkwalker’s Quick Search app. As to whether word-of-mouth will spread around MMT’s 100% refund guarantee in this year-end season - we will be watching closely!
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