TBWA won over incumbent Rediffusion Y&R Delhi and a few other undisclosed agencies to clinch the account. Rediffusion Y&R began work with Yatra.com in 2009.
Nirmalya Sen, managing director of TBWA India, said, “To grow exponentially, you need to look beyond the sameness in a category. That is perhaps more true in this category than any other.”
The agency is aiming to take Yatra.com beyond online ticketing and into "the rich space of travel".
Pratik Mazumder, head of marketing and strategic relations at Yatra.com, also added that the company wants to grow the brand further in the Indian market. Yatra.com wants to “create differentiated propositions and value in the cluttered, commoditised travel market by developing integrated marketing programs across media platforms.”
Yatra.com was established in 2006 and Leo Burnett appointed as creative agency the following year.
The travel portal provides pricing and availability information to 5,000 large cities and small rural areas around the globe. As a one-stop shop for travel needs, the site provides complete tour planning tools for travellers.
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