Mumbai: The leading travel platform, MakeMytrip, launched an integrated campaign, strategically leveraging the buzz surrounding a viral internet image (image in attachment). The campaign was crafted and conceptualized by Youngun.

The internet was set abuzz with a viral image of Salman Khan fans lining up outside his home, eagerly requesting entry into the Bigg Boss house. As the image gained momentum across social media channels, Youngun, a new age integrated marketing agency, spotted a potential trend and pitched a campaign to MakeMyTrip.

As a part of the campaign, Salman Khan in association with MakeMyTrip, addressed fans’ pleas and in a groundbreaking move, welcomed ‘aam janta’ into the Bigg Boss house! 15 lucky participants who would be entering the house were selected through a contest organized by MakeMyTrip in collaboration with Colors TV.

Youngun CEO & founder Saksham Jadon said, ‘Brands doing things for people’ is a rare sight in the Indian advertising scene, we always wanted to do an integrated marketing campaign around a real-life event. Since we crafted this campaign on top of a fan moment, it really helped us connect much more deeply with the Bigg Boss Fans and the numbers/impact shows!

Youngun creative head Aman Hussain said, “Right from day one, we knew this campaign is going to be iconic. The last one month was no less than a roller coaster ride with multiple brainstorming sessions, last-minute changes, and alot of ‘iss idea ko aur crazy kaise karein yaar’. Thanks to Salman bhai for saying the words we wrote and the MakeMyTrip team for allowing us to do what we do best.”

Youngun creative lead Ashish Kanojia said, “We saw immense traction around the campaign on social and really feel Bigg Boss has developed its own cult over the decades and it clearly reflects when we saw the excitement in the comment section. Coming up with ‘Bigg Boss Chahte hai’ billboard Ideas was the true highlight for me in this campaign.”