In an innovative move that highlights the power of cross-cultural connections, MakeMyTrip, India’s leading online travel company, has launched a fresh series of advertisements starring non-Indian content creators who have gained massive popularity for their fluency in Hindi. The campaign, which leverages the talents of Drew Hicks, Yechan C. Lee, and Agu Stanley Chiedozie, aims to spotlight the platform’s unique travel benefits, targeting both Indian and global audiences.
MakeMyTrip X Non-Indian Influencers
The Stars of the MakeMyTrip Campaign
Drew Hicks (India Drew)
The first ad in the series features Drew Hicks, an American content creator better known by his online moniker “India Drew.” Based in Mumbai, Hicks has captured the hearts of Indian audiences with his humorous takes on Indian culture, all delivered in fluent Hindi and Bhojpuri. With over 1,087,000 followers on Instagram, Hicks has established himself as a beloved figure in the Indian social media landscape, regularly collaborating with big names like Netflix India and Bollywood actor Varun Sharma.
In his MakeMyTrip ad, Hicks humorously recounts how his father insists on booking travel through various websites—only for Hicks to dismiss them in favor of MakeMyTrip. The ad focuses on the platform’s offer of discounts across a wide range of credit cards, making international travel more affordable.
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Agu Stanley Chiedozie
Next in the campaign is Agu Stanley Chiedozie, a Nigerian content creator based in Noida, India. Chiedozie, who has over 495,000 Instagram followers, is known for his engaging and humorous content, which often explores his experiences in India. His unique ability to fluently speak Hindi has made him a standout figure on social media, where he recently collaborated with T-Series and iconic Bollywood actor Jackie Shroff.
Chiedozie stars in two ads for MakeMyTrip. In the first, he portrays a disappointed employee whose boss cancels his leave for an urgent work matter. The mood lightens when the boss informs him of MakeMyTrip’s 100% refund policy on cancelled tickets, highlighting the platform’s reliability and customer-centric approach. In the second ad, Chiedozie is shown enjoying a holiday, expressing a desire to extend his stay. This scenario underscores MakeMyTrip’s feature that connects travelers with customer support in just 15 seconds, facilitating seamless trip extensions.
Yechan C. Lee (Charlie Korean Bihari)
The final ad in the series features Yechan C. Lee, a Korean content creator who has earned the nickname “Charlie Korean Bihari” due to his long-time residence in Patna, Bihar. Lee’s fluency in Hindi and Bhojpuri, complete with a Bihari accent, has earned him over 186,000 followers on Instagram. His content often includes humorous skits and song covers, resonating with audiences who appreciate his deep connection to Indian culture.
In his MakeMyTrip ad, Lee is seen at an airport, facing a last-minute visa rejection for an international trip. The ad emphasizes MakeMyTrip’s 100% refund policy for visa rejections, offering peace of mind to international travelers.
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The Campaign’s Impact: A Fresh Approach to Marketing
This campaign marks the second time a brand has chosen to collaborate with Hindi-speaking non-Indian content creators. Previously, both Hicks and Chiedozie were featured in a WakeFit ad that similarly leveraged their language skills and humor to connect with Indian audiences. Hicks has also worked with other well-known brands such as Chinese Wok and Wow! Momo, further solidifying his presence in the Indian market.
The decision to feature these influencers in MakeMyTrip’s ads is a testament to the growing trend of Hindi-speaking foreigners creating content on social media. Alongside Hicks, Lee, and Chiedozie, creators like Ved Campbell Maddison from the UK, Johan Bartoli and Hampus Bergqvist from Sweden, Amin Ade from Nigeria, Elizabeth Keyton from Georgia, and Jessica Kumar from the US are also gaining traction for their content in Hindi and other Indian languages.
The MakeMyTrip ads have generated significant buzz on social media, with all three influencers sharing their respective videos on their Instagram profiles, further amplifying the campaign’s reach.
Why This MakeMyTrip Campaign Works
MakeMyTrip’s latest campaign is a masterclass in targeted marketing, combining cultural relevance with practical benefits. By featuring non-Indian content creators who are fluent in Hindi, the brand not only captures the attention of a diverse audience but also reinforces the idea that their platform is inclusive and accessible to everyone. The ads cleverly weave the creators’ unique personas into the narrative, making the benefits of using MakeMyTrip—such as 100% refunds on cancellations, quick customer support, and extensive discounts—more relatable and engaging.
Moreover, the campaign underscores the increasing importance of social media influencers in modern advertising, particularly those who bring a cross-cultural dimension to their content. In an age where authenticity and relatability are key, MakeMyTrip’s choice to partner with Hicks, Chiedozie, and Lee is a strategic move that aligns perfectly with current trends in digital marketing.
As the campaign continues to gain traction, it sets a new standard for how brands can effectively engage with audiences by embracing cultural diversity and leveraging the influence of social media creators.
Conclusion
MakeMyTrip’s new ad campaign is not just about promoting travel offers; it’s a celebration of cultural exchange and linguistic diversity. By featuring popular non-Indian influencers who are fluent in Hindi, the brand has successfully created a campaign that resonates with a wide range of audiences, while also highlighting the practical benefits of booking travel through their platform. This innovative approach is sure to inspire other brands to think creatively about how they can connect with consumers in today’s globalized world.
