ixigo taps rap to urge Gen Z to explore India’s hidden travel destinations

The in-house conceptualised and produced video moves across destinations and landscapes including the Ajanta Caves, Hampi, the salt deserts of Kutch, the Himalayas, forests, waterfalls, wildlife and coastal regions. The campaign is built around the central message that there is more to discover in.

The campaign positions exploration as an extension of the idea of freedom associated with Independence Day, while encouraging viewers to discover places within India that may be less familiar to them. The campaign's recurring line, “iss desh mein dekha kya hai,” is framed as.

What Happened

The campaign also incorporates AI into its production and visual storytelling. According to ixigo, the technology was used to bring different travel experiences and locations together in a contemporary visual format, while keeping the focus on real destinations and experiences across India.

• Storyboard18 brings you top five news updates from the world of advertising, marketing, and business of brands.

• For ixigo, the Independence Day campaign combines destination discovery with a music-led format designed for social and mobile consumption.

• The campaign comes as travel brands increasingly look to youth-focused formats, digital storytelling and AI-enabled creative production to build relevance among younger consumers.

Key Details

Velankar said the campaign's objective was to highlight the amount of travel and discovery available within the country and encourage more Indians to explore it.

• He added that the company wanted to capture this diversity through a format that felt young, energetic and distinctly Indian.

• Ameya Velankar, Group SVP Marketing, ixigo, said India offers a different story, culture, landscape or experience every few hundred kilometres.

What Reports Say

Coverage of the story so far points to:

• Continued reporting by Storyboard18 as more details emerge