ixigo Unveils its First Integrated Marketing Campaign
NEW DELHI, October 15, 2013
NEW DELHI, October 15, 2013 /PRNewswire/ --
'Patti Bandhke' Metaphor to Reinforce ixigo's 'know & go' Message
ixigo.com , India's leading travel planning and search engine, kicked off its
first ever integrated marketing campaign across television, OOH, radio and
social. The campaign, in line with the brand essence of 'know & go', aims to
position ixigo as the 'go to' destination for travel information and planning.
This has been rendered in the form of a TVC which becomes the backbone of this
campaign and highlights the pitfalls of unplanned travel, urging travellers to
plan and be better informed about all aspects of their trip.
(Logo: http://photos.prnewswire.com/prnh/20130731/630883 )
In addition to the TVC, ixigo has partnered with leading radio channels to
engage listeners 'on the go' through contests and trivia-based activities.
Innovative ixigo branding using TVC motifs will also be seen across major
airports and OOH media. Along with a strong offline campaign, ixigo will also
be promoting interesting 'know & go' facts, videos and contests across social
media and online channels.
Speaking about the campaign, Aloke Bajpai, CEO and Co-Founder of ixigo said,
"Since ixigo's inception in 2006, it has been our goal to become the most
trusted travel planning and research website in India. We strive to make
travel an enjoyable and informed experience for our users with our apps,
in-depth content and smart comparison of the best deals across travel
sites.We are optimistic that our first ever marketing campaign will help us
reach out to many more travellers across geographies and strengthen our
positioning of being the most trusted travel website in India."
Saurabh Srivastava, Vice President Marketing and Product Strategy added, "Our
marketing campaign is clearly aligned with our core brand message of 'know &
go'. With our first marketing campaign, we are confident that ixigo will find
resonance and preference amongst users across the spectrum and through our
innovative mobile apps and responsive website, we will be able to help people
travel in the know."
The creative idea dramatizes the pitfalls of traveling without knowing. The
execution is built around one of the most famous travel destinations of the
world - The Taj Mahal.It chronicles the life journey of a six-year old child
whose obsession with the Taj Mahal makes him take a vow to open his blindfold
only when he sees the real Taj. The ad film chronicles his blindfolded
misadventures through life, and when he finally lands up at the Taj, he
realizes that the monument is closed on Fridays. The shock sends him straight
to heaven, where a savvy Chitragupta introduces him to ixigo and the downside
of traveling 'Patti bandhke'.
Every aspect of the commercial reflects the bright, friendly and dynamic
personality of the brand with the use of humor and deliberate exaggeration,
from the music track to the 'theatrical' settings. Directed by E Suresh from
Eeksaurus films and conceptualized by ixigo's creative AOR 'From Here On', the
TVC aims to deliver a compelling message while using humor as the backdrop.
The ad film has a unique theatrical treatment, and establishes ixigo's
differentiated brand positioning as a source of trustworthy travel information
that helps users make smarter travel decisions.
Rajesh Aggarwal, Founder & Managing Partner, 'From Here On' said, "In the
crowded space of travel advertising, our cue was simple - demonstrate the
peril of traveling without knowing, in a quirky manner, which breaks the
clutter and creates a memorable and sticky visual metaphor for the brand."
ixigo.com is India's leading travel planning and search website, voted as the
Product of the Year 2013, in the travel category. Launched in 2007 by IIT,
INSEAD and Amadeus alumni, ixigo.com's vision is to simplify the life of
travelers through innovative travel products for internetand mobile. The
website searches, aggregates and curates travel information across hundreds of
travel sites and allows travelers to access relevant information on tourist
destinations, places to visit, things to do, modes of transport, driving
directions, hotels, restaurants, weather and more. Today through its various
mobile apps (brand app, pnr status, on the way, ingoa, railsand trains,
buses) and the website ixigo helps approx. 2.5 million travelers every month
to find answers to their travel related queries, gather key information, plan
and travel more.
ixigo.com has launched many industry-first innovations and won several
prestigious awards and recognitions from TiE, NASSCOM, Business Today, Red
Herringand Mint. ixigo.com is an investee company of SAIF Partnersand
MakeMyTrip Limited. For more information, visit www.ixigo.com and keep up with
updates on Facebook - www.facebook.com/ixigo and Twitter -
Primary Media Contact: Simran Kodesia, firstname.lastname@example.org , 91-8588832406
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