Mumbai: Pickyourtrail has launched its first brand campaign with Early.Partners and Talented, and it’s not what you’d expect. Early’s consumer work in the category revealed that a rapidly growing segment of leisure travellers are turning away from typical standard packages and fixed itineraries. They want more control over their holiday experience but simply don’t have the time or the energy to do it themselves.
Pickyourtrail says that this is where it excels. Using a tech+touch model, the company creates and executes fully customised holidays at scale – across consumer preferences and budgets. This offering in the travel category in turn inspired an unexpected and thoroughly enjoyable take on holiday planning.
Early’s brief recommended that it was important to show the delight of Pickyourtrail’s customisation offering as well as its accessibility to a large audience. And here, Talented spotted an opportunity. The team hit upon the idea of ‘tailoring the holiday’ as a fun creative device to help audiences understand the core benefit. They partnered with Producer Bushra Shariff and Director
Shivang Monga, to bring alive the idea of customisation in the form of a ‘tailoring shop’ set in the visual world of travel with production prowess and attention to detail.
Co-founder, CEO Pickyourtrail, Hari Ganpathy said, “This is a milestone moment for Pickyourtrail. India’s international holiday market is exploding, and travellers now want holidays that match their tastes and fit with their budgets. Our first-ever brand campaign celebrates exactly that: how customisation has helped us create sooper hit holidays for thousands of families and couples. After planning 1,50,000+ such holidays across every budget, and earning some of the best NPS scores in the industry, we felt it was the right time to share our story with the world.”
Founder of Early and fractional CMO at Pickyourtrail, Meghana Bhat explains, “The very purpose of starting Early was to work with young brands and help them unlock the next stage of growth through marketing. With Pickyourtrail, we realised that the brand was already doing an amazing job of creating customised holidays and the world needed to know. Partnering closely with the brand to shape and bring this story alive through these films has been incredibly rewarding.”
Brand Strategy at Talented, Angelina Kurian, and director Shivang Monga said, “We wanted Pickyourtrail’s first campaign to stand out against established players. So, bringing alive the concept of ‘tailor made holidays’ to show customisation, boasts the brand’s expertise. The challenge: turning that idea into small, memorable moments of discovery for the viewer. Props to our props team for the fabrics, measuring tapes, sewn ‘boarding passes’ and even a ‘trial room’ that could mirror the vacation you want! Playful staging and camera movements try to embody the dynamics around holiday planning in families. While legacy brands have big-budget sets & ambassadors, we were going for ‘I see what you did there!’ through art, character choices, and rich metaphorisation of a world unseen in the travel segment.”
The ad films showcase ‘tailor made’ holidays for families and couples respectively to highlight the customisation that Pickyourtrail does so well. Both ads arrive in time for those planning winter and summer holidays from December to April, and will be seen across digital touchpoints as well as CTV. This campaign marks the first collaboration between two companies within the Talented Grid.
Couple film:
Family film:
