Unwind yourself with 'Offisial Atyachaar'

Televisionpoint.com Correspondent | Mumbai
Offisial Atyachaar anthem, an audio clip of 2 minutes and 30 seconds duration, is spreading in the Internet space. The Hindi song depicts the weekly grind that various corporate professionals go through to come out stressed through the week. The movement is against the culture of absolute workaholism prevalent in Indian workplaces.

The campaign has been conceptualised by Euro RSCG India. The audio clip, available at Offisialatyachaar.com, forms a part of the core of the viral marketing campaign of online travel agency, Makemytrip.com, and has kick started the promotion of its weekend getaways travel packages.

Mohit Gupta, chief marketing officer, Makemytrip.com, says this is a multi phase campaign and the company has intentionally opted for a new URL and subtle branding option to give a viral nature to the campaign.

Gupta says, "The Offisial Atyachaar campaign is our way of promoting weekend breaks by addressing a larger and relevant concern. Through it, we are providing a platform for people to air their concerns and their angst in a fun environment."

At the Offisial Atyachaar website, visitors can download the anthem, buy Atyawear merchandise, download ringtones, SMS jokes and share these with friends and colleagues. The site also has interactive contests and games.

The online travel agency will promote the website and anthem through radio spots, which are being aired from this week. On-ground activations at food courts and cafeterias of offices will be used to encourage the concept of work-life balance. Social media and display marketing will also be used.