ixigo’s new video campaign urges travellers not to follow the herd and travel stress-free with its AI native travel assistant TARA
ixigo, India’s leading AI-native travel platform, has unveiled a new video campaign that humorously takes on a familiar travel habit: going where everyone else is going.
Campaign Concept
- Theme: Challenges the habit of “going where everyone else is going.”
- Visual Metaphor: Holidaymakers with sheep heads crowding a beach, symbolizing herd mentality.
- Turning Point: One traveller uses the ixigo app → interacts with TARA → transforms back into his human self at a quiet seaside escape.
- Message: “Don’t follow the herd.”
Role of TARA
- AI-powered personal travel assistant.
- Helps travellers discover destinations, stays, and experiences based on personal preferences.
- Offers conversational support to make planning and managing trips seamless and stress-free.
Brand Perspective
- Ameya Velankar, Group SVP Marketing & PR:
- “We’ve all picked destinations just because everyone else was going there. The sheep are a humorous reminder of that. TARA helps you start with what you actually want from a trip.”
Positioning
- ixigo uses humour and metaphor to highlight how AI can reshape discovery while keeping decisions personal.
- Reinforces ixigo’s identity as an AI-native travel platform that empowers curiosity and individuality in travel.
