ixigo's humorous TVC dramatizes the pitfalls of traveling without knowing

Travel planning portal ixigo has kicked off its first marketing campaign today. Conceptualised by From Here On and directed by E Suresh from Eeksaurus films, the campaign, with the brand essence of 'know and go', aims to position ixigo as the 'go to' destination for travel and planning.

[caption id="attachment_1177889" align="alignleft" width="380"] The commercial 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.[/caption]

The commercial 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. It shows the boy's 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 ixigo introduces him the downside of traveling "Patti bandhke" (blindfolded).

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."

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."

The campaign will be assisted by radio, digital and OOH mediums.

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