Client
Duration
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Design
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Branding
Turning seven likes into a unicorn.
Repositioning India's quietest travel giant into its loudest — through a unified brand identity, a campaign engine that walked from feed to billboard, and a growth stack that compounded every move.
About the project
A brand everyone used and no one remembered.
EaseMyTrip was loud on television and silent everywhere else — seven likes per post, no visual identity, no tone, no content system. India's most-used flight booking app had no recognizable world and no connective tissue between its acquisition spend and the audience it was paying to reach. Our mission: find what they hadn't shown the world yet and build everything outward from there.
Where we started
Seven likes. Zero recall.
Average likes per post at peak: 7. Zero brand recall on social. Every post looked like a different agency had made it on a different day — clip-art, COVID PSAs, festival greetings. No visual system. No voice. No identity worth keeping.
The method
Four moves, worked in parallel.
A category leader in product, a category laggard in voice. We didn't have time for a sequential rebrand — there was a window before the IPO where the brand had to become unmistakable, and a window after where every rupee of paid spend needed to land somewhere worth remembering. So we ran all four at once: Identity, Culture, Campaigns, Growth.
Move 1: Identity
Built the brand from the sky up.
A unified visual system in EaseMyTrip Blue and Cloud White, with a tone written for the Instagram-native traveler. One coherent world that could scale from a story to a Times of India front page without losing itself.
Move 2: Culture
Every pop-culture reference had to sell something.
Hrithik's "Mujhe kuch dikhaayi nahi de raha maa" became "When you check your bank balance after a trip." Every meme, reference, and moment was rewired to earn its place in the feed — and move a product truth at the same time.
Campaign 01: Zero Convenience Fees
It's just a chair in the air.
One line that reframed a category. Competitors were quietly adding convenience fees and hoping no one noticed. EaseMyTrip removed them — and said it out loud in the simplest sentence a traveler could remember. The line ran on feed, film, OOH, and PR simultaneously.
Campaign 02: Full Refunds
Kya matlab full refund nahi milega?
Vijay Raaz delivering one of the most-recalled scenes in Indian comedy — turned into a refund-policy campaign. 40M+ YouTube views on the hero film. Featured on the trending shelf. Covered by Brand Equity and the Economic Times. Ran across airports on Times OOH.
Campaign 03: Decoding Unicorns
Built a co-founder into a category voice.
A weekly Red FM podcast hosting the founders of India's most-watched unicorns — Ashneer Grover, Droom, Groww. Distributed across 5 platforms. Ended with a TEDx placement with pitch, story arc, and stage graphics built ground-up. From operator to category voice in under a year.
Campaign 04: The Untold Story
Put the news on the front page of India.
When EaseMyTrip became India's second-largest OTA, we didn't throw a party. We put the story on the front page of every national and regional newspaper — crafted not as celebration but as the 13-year bootstrapped business that overtook its venture-backed competitors. Featured by Afaqs among India's wittiest brand voices of the year.
The outcome
Eleven months. One trajectory.
From 7 likes to 1,200% organic engagement growth. 40M+ YouTube views. 15× growth across business KPIs. 70× ROI on email, push, and CRM. India's second-largest online travel platform — bootstrapped, profitable, publicly listed, without raising a rupee. Afaqs called it one of India's wittiest brand voices. From a silent brand to a unicorn with a voice it couldn't stop.
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