MakemyTrip’s “#MyIndia” Campaign Reignites Domestic Travel Discovery

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MakeMyTrip has rolled out “#MyIndia”, a campaign designed to spark domestic travel desires by showcasing India’s undiscovered gems. The platform collaborated with leading Instagram influencers to create a virtual travel parade—encouraging audiences to explore lesser-known destinations across all states and union territories via influencer-led visuals and storytelling.

Why it matters now: Indian domestic arrivals are surging, driven by rising disposable incomes and better connectivity. This campaign taps into that momentum by offering viewers aspirational content paired with booking ease—linking inspiration to conversion on MakeMyTrip’s platform.

The campaign leverages influencer credibility. By working with popular travel creators, MakeMyTrip amplifies authentic experiences, while concurrently encouraging user-generated content tagged #MyIndia. This syncs seamlessly with Sprout Social’s trend findings: 42% of young Indian travelers use Instagram to choose destinations, and 27% respond only to content timed to trending themes.

MakeMyTrip is also scaling ad and promotion spend. In Q3 FY25, marketing and sales promotion costs rose 31.2% to $47.3 million, supporting its high-visibility ad campaigns including TV, digital, and social films featuring Alia Bhatt and Ranveer Singh for its accommodation verticals.

The campaign is part of MakeMyTrip’s broader marketing ecosystem—leveraging branded app banners, push notifications, and email campaigns tailored to specific regional segments. Marriott, one of its hotel partners, cited MakeMyTrip’s ability to showcase USPs via these channels as a key growth driver for its Indian portfolio.

As travel rebounds, MakeMyTrip’s #MyIndia exemplifies how destination marketing combined with accessible platform tools can convert visual excitement into bookings. Brands that link culturally relevant content, influencer storytelling, and agile ad playbooks will lead India’s travel revival.