MagicCircle and MakeMyTrip

When an agency-client relationship thrives for over seven years, it says something extraordinary. That’s exactly the story of MagicCircle Communications and MakeMyTrip (MMT)—a partnership that doesn’t just respond to briefs, but often anticipates them. Founded by Hemant Misra in 2017, MagicCircle carries forward a creative legacy that began at Publicis Capital and now continues to shape India’s digital travel narrative.

MagicCircle’s journey with MMT starts even before the agency officially launches. When Misra moves on from Publicis, MakeMyTrip follows, trusting his vision and approach. This rare move sets the stage for a creative collaboration rooted in deep understanding, mutual trust, and strategic insight.

Celebrating 25 Years of MakeMyTrip

Fast forward to 2024—MakeMyTrip celebrates its 25th anniversary, and MagicCircle doesn’t wait for a brief. “We knew the moment was big,” says Misra. “Instead of a typical nostalgic throwback, we wanted to highlight how MMT has grown alongside an entire generation of Indian travellers.”

The result? A powerful 90-second film featuring brand ambassadors Ranveer Singh and Alia Bhatt, who have fronted MMT since 2015. The film beautifully chronicles the evolution of Indian travel—from cyber cafés and printed tickets to instant mobile bookings. It’s a celebration not just of a brand, but of a digital revolution led by MMT.

MagicCircle uses this opportunity to reflect a shift—not just in technology, but in how Indians perceive and experience travel. “In 25 years, travel has transformed, and MMT has led that change,” adds Misra.

Strategy First, Always

What makes this agency-brand bond stand out is MagicCircle’s strategy-first approach. Even during their original pitch in 2015, Misra chose not to open with dazzling creative. Instead, he focused on solid strategy, earning MMT’s trust.

“Great creative without strategy is luck,” Misra states. “But great strategy leads to consistently great creative.”

This philosophy continues to guide MagicCircle’s work, helping the agency navigate industry shifts, the pandemic, and the rise of quick, digital-first consumer behavior. Their ability to adapt and stay ahead is why MakeMyTrip continues to count on them—no brief needed.

Building Brands That Shape Culture

Ashit Chakravarty, Chief Operating Officer at MagicCircle, adds that working with a “lighthouse brand” like MakeMyTrip goes beyond ad campaigns. “It’s about understanding where the brand sits in culture, how it evolves, and how people emotionally connect with it.”

That insight helps MagicCircle shape narratives that don’t just promote, but influence consumer behavior.

The Road Ahead

As MakeMyTrip celebrates 25 years, MagicCircle continues to be the agency behind the scenes, crafting stories that resonate with modern India. From tackling new-age travel expectations to celebrating how far the country has come, this partnership is proof that when brands and agencies truly understand each other, the results are seamless, strategic, and spectacular.