How MakeMyTrip used its own data to create a stronger corporate communication story
Organisation: MakeMyTrip
Area: Corporate Communications
Focus: Data-led communication, thought leadership and media visibility
A strong communication strategy isn’t always about saying more. Sometimes, it’s about finding something meaningful to say.
The challenge
MakeMyTrip already had visibility.
The problem was that visibility wasn’t translating into the kind of media presence the organisation wanted.
At the India Communication Summit 2025, MakeMyTrip’s Head of Corporate Communications and Corporate Affairs, Sameer Bajaj, described the challenge as having significant share of voice but limited presence in headlines.
The organisation was participating in industry conversations—but it wasn’t necessarily leading them.
That raised a more interesting question:
What could MakeMyTrip say that others couldn’t?
The shift
Instead of simply trying to increase the volume of communication, MakeMyTrip looked inward.
The organisation began aligning teams across the business to identify information and insights emerging from its own operations.
The thinking was relatively simple:
MakeMyTrip processes a huge volume of travel transactions. What could that data tell us about how people travel?
Those internal insights became the foundation for original reports and stories designed to give journalists something genuinely newsworthy—not just another corporate announcement.
This changed the role of communication.
Instead of asking:
“How do we get more coverage?”
the organisation began asking:
“What do we know that is worth talking about?”
The approach
The initiative involved a year-long effort to bring internal teams together, identify useful insights and turn them into distinctive reports.
Three reports were developed around insights from MakeMyTrip’s own data.
The result was a communication proposition built around evidence rather than announcements.
That distinction matters.
- A company can say that travel is changing.
- A company with relevant data can show how it is changing.
- And that gives journalists, industry stakeholders and audiences a reason to pay attention.
The outcome
The approach produced significant media visibility.
According to MakeMyTrip’s presentation at the India Communication Summit, the reports generated:
1,800 media exposures
50% increase in media visibility
46% of mentions appearing as headline placements
The reports were distributed to national media outlets and secured coverage across major newspapers. The organisation also reported stronger engagement and confidence among stakeholders as a result. (ETBrandEquity.com)
What makes this interesting?
The lesson isn’t simply that data makes good PR.
The more interesting lesson is that communication became more effective when the organisation found the connection between what it knew and what its audience wanted to know.
The data already existed.
The communication opportunity existed within the organisation.
The challenge was recognising it, bringing the right people together and turning information into a story.
The CueComms perspective
This is a useful reminder that communication problems aren’t always solved by producing better content.
Sometimes the problem sits further upstream.
An organisation may have:
- valuable information that never becomes a story
- teams that hold useful insights but don’t communicate across functions
- strong expertise but no clear narrative around it
- plenty of communication activity but little distinctive meaning
In those situations, the answer may not be more communication.
It may be a better communication system.
The MakeMyTrip example demonstrates one version of this: internal alignment helped turn organisational knowledge into external relevance.
The question for organisations is not only “What do we want to say?”
It is also “What do we know that is worth saying?”
Source
This case study is based on reporting of MakeMyTrip’s presentation at the India Communication Summit 2025, published by ETBrandEquity on 30 May 2025. (ETBrandEquity.com)
This is an external case study selected for learning and analysis. It is not a CueComms client engagement.