During 2009, recession was at its peak. White collar workers were facing lay-offs, salary cuts, over work and zero increments leading to acute depression and stress amongst them.MakeMyTrip gave them a platform to vent their angst by raising their voice against official atyachaar (literally corporate exploitation).The website www.offisialatyachaar.com served as the center peg of the campaign where the official anthem and video were showcased to generate public opinion in favour of the cause, participants recruited for the outburst event and memorabilia distributed.The above led the TG to believe in the importance of taking time off for themselves/family and in turn pushing the Weekend Holidays product.

Client 1. 100% growth in inquiries of Weekend holidays 2. Hits on MakeMyTrip.com site tripled from 500,000 to 1,500,0003. Weekend Sales peaked from 28% to 37%4. 34,800 fans on Facebook, expected to reach 100,000 in this quarterConsumersThere's a huge fanfare amongst the TG that is evident from the 34,800 and growing community members on Facebook and their growing discussions on the page. The growth in sales of both Weekend holiday packages and holidays in general is also an indication that the TG has realised the importance of a healthy work life balance.