Offisial Atyachaar – Unique Campaign
Conceptualised by Euro RSCG and executed by digivaasi, Offisial Atyachaar is a kick-ass viral product for MakeMyTrip.com.
What makes this property cool?
Its well thought out and the execution is great.
An audio clip with lyrics which go like…
Som ke andar ghus gaya mangal
Uspe budh aur guru ki ungal
Shukra ko nangey more sa naachey
Anal ye vyapaar.
Obviously a take on Emosonal Atyachaar, the song make this property share worthy.
This is coupled with some Offisial Atyawear which you can buy and some downloads which they offer. The downloads include some really funny dialogues like ‘Papa! Main Ghar Jaa Raha Hoon Papa‘ Sunny Deol style and one which goes like ‘Tu tak tu tak tu tak tootiya, late rukna waala ******.‘ 
They even have an Offisial Atyachaar zone where MakeMyTrip actually invites you to an office which you can destroy!
“We will even give you a baseball bat to stun, smash and annihilate. All you need to get is your angst and anger. And unleash your Offisial Outburst,” says the site.
There is also a simple flash game in which you can virtually smash up an office and win some goodies.
All this coupled with Jokes, presence on Facebook etc make this a viral product which I wish I was associated with.
So whats the product which is being advertised here?
Weekend breakaways (Getaways) by MakeMyTrip. Get out, before you burn out is their message aimed at the office going junta.
What sucks?
They sent me a mail when I registered to join the Offisial Outburst, the main link in the mail took me to a blank page with 0 packages found.
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This viral campaign is as lame as it gets. The song was not cool at all. Dunno why u thought it was a kick ass viral. Looks like a bunch of creatively challenged folks have worked on this.
Its not my product so I won’t all out defending it. I like it, it makes sense to the audience they have in mind. Working folks…who have enough disposable income to make a weekend trip. The whole funda of the trips is missing…
A song being cool or not is very relative. Any person working in media and advertising would relate with it. Inviting users to smash up an office might be pseudo cool…but its worth talking about.
And btw…I called it a viral product. Viral being the adjective here. A product which is share worthy enough.
Am glad you liked the concept & execution.Thanks for pointing out what sucks ,it has been fixed
Thanks for the positive feedback as well as pointing out what needed fixing. Wish you’d reviewed and put up the post a day later though:) because that was the same day that the linking problem was fixed. The page you were directed to was the page initially planned and was changed at the last minute along with the content.
Appreciate your post!
Ekalavya
You really like this one mate?
I am surprised, honestly
Thought it was lame
Really lame…
@ Nishad – Lol! First time ever on watblog in like 2 years i admitted that I liked something
Maybe after AdultDost from the 2win stable! But then again that won the Abby Gold!
Well I liked the concept of an audio piece with potential viral capabilities. Haven’t seen that happen before in India. The office smashing thing is cool.
Why its nice? Cos the connect with the TG is possible. Maybe that just happened and they are lucky. It maybe a scam just to win an award. But its not like yet another flash film for MMT.
Thanks to our client Makemytrip, Offisial Atyachaar is not a scam.
And instead of saying “Scam is Cool advertising that the client doesn’t buy”, we at Euro can now say, “Cool advertising is Scam that the client buys.”
POsted by the Euro RSCG Creative team behind Offisial Atyachaar.