ICS 2025: From obscurity to 1,800 media exposures, the curious case of MakeMyTrip

Time of India

5 days ago

HighlightsSameer Bajaj, the head of corporate communications and corporate affairs at MakeMyTrip, discussed the importance of data-driven communication at the India Communication Summit 2025. MakeMyTrip faced a challenge of low headline presence despite a significant share of voice, prompting a year-long effort to align internal teams and produce unique insights and reports. The campaign resulted in 1,800 media exposures at no cost, a 50% increase in media visibility, and 46% of mentions being headline placements, significantly boosting the brand's engagement with travelers.
In today's digital era, where data is the new oil,
data-driven communication
uses analytics to craft tailored messages for specific audiences. By decoding customer behaviour and preferences, brands can create personalised, resonant content that boosts engagement, sharpens decision-making and delivers impactful outcomes.
At the
India Communication Summit 2025
,
Sameer Bajaj
, head of
corporate communications
and corporate affairs,
MakeMyTrip
, addressed the audience on data-driven communication. Presenting an insightful case study, he showcased how leveraging data enhances communication strategies, driving impactful engagement.
Kicking off the address, Bajaj highlighted the challenge MakeMyTrip was facing: despite having a significant share of voice (SOV), the brand was not making it to the headlines.
Elaborating on this challenge, Bajaj said, 'We were reaching travellers from every angle, supporting offline travel agents and capturing signals from direct browsing, but how do we leverage these signals for communication? In the travel sector, trend stories dominate PR, yet MakeMyTrip's headline presence was low. We were part of trends but not leading them'.
To address this challenge, MakeMyTrip spent one year aligning internal teams to unearth unique insights and produce exclusive case studies or reports that competitors couldn't replicate.
'These insights became our USP because MakeMyTrip processes 230 transactions per minute. This effort culminated in three distinctive reports, showcasing our ability to transform data into compelling narratives that strengthen brand communication and elevate our industry presence,' Bajaj noted.
The report resonated across the ecosystem and achieved PR success. The results were remarkable: 1,800
media exposure
s without spending a penny. Additionally, the report, distributed only to national outlets, engaged every major newspaper. This led to a 50% surge in media exposure and added fresh visibility. Most notably, 46% of mentions were headline placements, underscoring the campaign's impact.
Concluding the session, Bajaj noted that the report's success boosted engagement from travellers. 'It not only amplified our
media presence
but also built greater confidence among all stakeholders, beyond just media outlets,' Bajaj concluded.