MUMBAI: Online travel company Goibibo has launched a campaign linking cricket with the delight of travel featuring its brand ambassador Deepika Padukone and Mumbai Indians team members Rohit Sharma, Hardik Pandya and Jasprit Bumrah.
In what is claimed to be an industry first, the campaign introduces a feature that links the travel fortunes of its customers with the performance of Mumbai Indians as they take to the field. This campaign will bring together three major passion points of young modern millennials. As Bollywood meets Cricket, through this campaign the Indian millennials are set to be rewarded with goCash for their passion for travel.
The new Goibibo promotion will encourage users to download the app and keep it open during the Mumbai Indians matches and earn goCash. With the aim to get people to use the app to book travel, the campaign attempts to draw engagement with cricket enthusiasts - all in real time.
As the players score boundaries or take wickets, fans will get to earn goCash on the App, giving people a chance to earn while they enjoy the game. Goibibo’s new high-decibel campaign aims to drive deep engagement among cricket viewing audiences by driving live engagement between the game and its fans.
Speaking at the launch, Rajesh Magow, co-founder and CEO India said: “Goibibo has been at the forefront of product innovations in the online travel space and this campaign is a testament to how Goibibo continues to innovate as a value leader. This campaign is a way for us to deeply engage with new and existing users by helping them reassess their travel choices and drive adoption of online travel in the most meaningful ways.”
Commenting on the new TVC and offering, Saujanya Shrivastava, Group CMO said: “We want to go beyond a simple sponsorship association with cricket to active engagement with our audiences in a value accretive, innovative and dynamic manner. This is a unique confluence of online travel, cricket and Bollywood brought to life in a way that has no precedent. Goibibo’s natural appeal is with a younger, tech savvy, transaction focused customer for whom travelling is spontaneous and always on their mind. Through this campaign we aim to fuel this spontaneity and reward our customers with tangible value in the form of goCash which they can use to book hotels, flights and other travel services.”
Goibibo has rolled out the campaign with Padukone and the three cricket stars its partner franchise Mumbai Indians to deliver the message through a three-part TVC.
A 360-degree marketing campaign including TVCs will run for eight 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 Publicis Capital.
Talking about the campaign, Hemant Misra, brand consultant, Publicis Capital, said: “Goibibo continues to challenge us with innovations every summer and it is our endeavour to rise to that challenge each time. This summer they’ve fired a silver bullet to captivate audiences. What has emerged is a really thrilling campaign not only because it is unique in nature and innovative but also because the engagement between the players and Goibibo’s brand ambassador comes so effortlessly.”