The nation is in the grip of the Indian Premier League fever. Brands have invested heavily in the IPL and the teams for marketing leverage. Campaigns are driven by cricket.
Amidst this cricket frenzy, one brand has decided to swim against the tide with its marketing pitch – asking people to move away from their TV screen and travel.
Ixigo is India’s leading travel marketplace has released an ad series with Gaurav Kapur and Cyrus Sahukar. The theme “Koi Match Dekhega, Koi Duniya” (Some will watch the match and some the world) provokes people to leave the TV screens to watch the beautiful world around.
The TVC is featuring friends and TV personalities Gaurav Kapur and Cyrus Sahukar – both Mumbaikars. Both cricket and travel lovers. In a series of TVCs, both discuss their love for cricket and travelling in a humours manner to drive home the message.
The campaign is conceptualised and conceived by the Lowe Lintas’ Delhi team. “We’re extremely excited about the possibilities that the shared vision of ixigo and Lowe Lintas will unfold. We have used a short format film approach to inspire people to travel and showcase the seamless travel planning experience that ixigo offers,” says Lowe Lintas COO Naveen Gaur adds.
Commenting on the campaign launch and agency on board, ixigo CEO and co-founder, Aloke Bajpai says, “ixigo has been at the forefront of innovation for online travel in India over the last decade. Our campaign is directed towards building wider brand awareness amongst travellers, enabling us to provide a larger customer base with the best travel planning solutions. We’re looking forward to engaging with a broader audience, who will witness wanderlust Cyrus encourage cricket-lover Gaurav to ditch the couch and plan his next trip. We are happy to be associating with Lowe Lintas and both these talented actors to launch this campaign.