NEW DELHI: The Storytellers, an emerging advertising film production company, has created a television commercial for Delhi-based portal `www.makemytrip.com'. The commercial has been produced only for the US.

The portal is owned by MakeMyTrip (MMT) Private Limited, an online travel company which focuses on the business and leisure traveller coming to India.

"We scripted three television commercials for Indians residing in the US. The client is handling the media and the commercials are being aired on Sony Entertainment Television and Zee beams in the US," says The Storytellers director Ajit Kuriakose Varghese . The campaign is on air since April. This is for the first time The Storytellers has produced a television commercial for www.makemytrip.com.

MMT provides its customers the entire gamut of travel services through the Internet and by leveraging other technologies. The company exploits information technology, using India's natural cost advantage to service its customer base (predominantly NRIs and foreigners), based in high cost economies. MMT has also soft-launched www.indiahoy.com, a B2B site offering Indian hotels and tour packages for international travel agents.

The e-commerce company targets `mandatory travellers' from the US and other countries.

"Besides tourists, there are mandatory travellers who are basically people of Indian origin from other countries. They visit India for marriages, funerals, business engagements and property dealings. The portal is offering them competitive fares. The client mandate included highlighting the aggressive pricing strategy adopted by our client," said Kuriakose.

"Besides pricing, there are two more commercials, stressing on emotional benefits and the diversified culture of India."

The Storytellers Film Creatives' clientele includes Grey India and Contract Advertising. "Having headed the creative function for leading multinational agencies, and being directly involved in operations of advertising agencies for nearly two decades, I and my partner Madhu Sarkar understand the needs of advertising agencies."

"A good advertising filmmaker has to understand brand personality and the resultant requirements to execute the film in a way which enables the advertiser reach its target audience in the desired manner," says Kuriakose, who has worked in conjunction with Sarkar at Mudra Communications, Contract Advertising and Rediffusion DY&R Brand Communications.

Other projects handled by The Storytellers include TV commercials for Microsoft and Hindustan Times.