New Delhi : Goibibo – India’s leading online travel company has launched its Travel Cash Fest campaign by signing up with two of the most popular IPL teams, Kolkata Knight Riders & Royal Challengers Bangalore. The campaign is aimed at generating excitement and gaining traction among young Indians by bringing together Cricket, Bollywood and passion for Travel through one of its most rewarding campaign. Linking the thrill of cricket with travel, the campaign features Goibibo’s Brand Ambassador – Deepika Padukone along with Kolkata Knight Riders (KKR) Team co-owner Shah Rukh Khan and Royal Challenger Bangalore’s (RCB) Captain Virat Kohli – giving it an unmatched powerful celebrity pull.
The campaign this year is an extension of last year’s successful summer campaign during IPL, aiming to take it to an even grander scale by signing up with two IPL teams instead of one. The inclusion of Super Matches & Super Days as part of this campaign will give an even higher opportunity for customers to win Travel Cash on the Goibibo App. Taking the offering a notch higher, the campaign this time offers the option of purchase of Goibibo pass, in case the user does not have immediate travel plan in mind and wants to preserve travel cash from expiring. The Goibibo pass can be used to get room nights, flight meals, hotel upgrades, insurance and more over a period of one year.
Commenting on the campaign, Saujanya Shrivastava, Group Chief Marketing Officer, said, “At Goibibo, we have gone beyond the staid sponsorship association to bring out a winning proposition that will entertain, engage and give an opportunity to earn Travel Cash in a captivating gaming format. Innovative product like Goibibo pass will further whet the appetite of travelers as they play and win for new milestones. While celebrating the game India loves, the campaign will not just spur but also reward travel aspirations of a young India on the move.”
Hemant Misra, Managing Director, Magic Circle, said, “Using the ammunition of multiple celebrities in a meaningful and engaging way to present the travel cash construct on Goibibo made the challenge for us even greater this time. While rivalry has been used often in cricketing context, we spun it around to a rivalry that works at scoring more not simply to win the match but to win travel cash. The storyline built an electrifying chemistry between the celebrities and we are looking forward to see the viewers gaming for travel cash this IPL as they enjoy these top teams compete.”
To win during the Travel Cash Fest, consumers will have to keep their Goibibo App open while the match is on to get a chance to earn while enjoying the IPL game. Goibibo’s new high-decibel campaign aims to drive deeper engagement with the brand among cricket viewing audiences by driving real-time engagement between the game and their travel rewards.
A 360-degree marketing campaign, it includes TVCs which will run for 8 weeks across high-impact genres like IPL, General Entertainment Channels, HD channels, Hindi Movies, Hindi and English News and Regional channels. The characters in the TVC have been brought to life by MagicCircle.
The TVCs will be on air for a period of 8 weeks on GECs, news, cricket and movie channels and is available for viewing here:
Creative Agency: MagicCircle
Managing Director: Hemant Misra
Executive Creative Director: Dheeraj Renganath & Natwar Singh
Account Management: Kunal Sharma & Mahima Randhawa
Production house: Native Works
Director (film): Jaydeep Sarkar
Producer: Prithvi Luthra – Executive Producer, Radhika Puri – Producer
Duration: 30 secs