Yatra Online has appointed Tribal DDB India, the interactive arm of Mudra, as its digital marketing agency this comes as no surprise as Yatra.com is backed by Reliance Capital (An Anil Dhirubhai Ambani Company). The total spend on advertising by the travel portal is estimated to be in the region of Rs 15 crore and it is spculated that a larger part would be utilised on Online and Digital Advertising. Now in the travel space ClearTrip is handling its own advertising but the creative duties have been handed over to Beehive Communications which has far more experience in offline advertising than online. Makemytrip.com many online advertisers main ones being Webchutney who have also won awards for their viral campaigns. It will be interesting to see the competition between Yatra.com and Cleartrip as bothof them have launched between 1 month of each other and Makemytrip.com has already established a brand by being the first mover so for Makemytrip.com it will be more of a retention exercise. i guess we better watch out for the yatra.com ads! 
These kind of advertising medium lead lots of traffic on to the website and a quick way of acheiving your sales target by improving ROI and acquiring customer. We saw webchutney and infact they are good but its good to have in house medium for this kind of space.