Goibibo Launches New Campaign with Deepika Padukone to Promote its e-wallet service - GoCash+
Brand Ambassador Deepika Padukone plays a quirky traffic cop in the new TVC
Goibibo today announced the launch of its new TV campaign with its brand ambassador – Deepika Padukone. The campaign highlights Goibibo’s e-wallet service- ‘GoCash Plus’ and the benefits of the ‘GoCash Plus’ feature on Goibibo’s platform.
The new campaign uses the element of subtle humour to highlight the benefits of the unique ‘GoCash’ feature on the Goibibo platform. Through the new campaign, Goibibo aims to increase new user acquisition and augment hotel market share growth. This is in line with company’s endeavor to catalyze the shift from offline to online in the hotel booking segment. Launched in 2017, the feature – GoCash+ is Goibibo’s travel booking currency which can be used without any restrictions on usage.
In line with the huge surge in the e-wallet segment, GoCash+ is Goibibo’s efforts to make the travel booking process as cashless as possible by providing travel booking currency to its customers. Through the feature, the user can use the GoCash+ point as real money to get instant discounts on travel bookings with Goibibo. With no usage restrictions, it gives user the power to save equally on Flights, Hotels and cab bookings.
Commenting on this, Rajesh Magow, co-founder and CEO-India (Merged Entity) said, “GoIbibo has been at the forefront of product innovations in the online travel aggregation space and GoCash+ is a great value proposition to increase engagement and retention amongst existing and potential customers. Collaborative consumption has emerged as a concept and is fast gaining speed in the Indian e-commerce segment as well. GoCash+ has been built on this concept. Since its launch , Goibibo has seen a huge traction on its platform and we feel with Deepika’s presence as the brand ambassador of Goibibo, will further help us build a huge amount of trust and reliability amongst customers with regards to hotel research, planning & booking on our platform and thereby, further our larger business objective of expanding the category and increasing our market share in the online hotel booking segment.”
Commenting on the new marketing campaign, Saujanya Shrivastava, Group Chief Marketing Officer said, “The campaign is in line with the organization’s business strategy of online hotels category expansion and new user acquisition thereby driving growth for the travel industry at large. Goibibo’s natural appeal is with a younger, tech savvy, transaction focused customer. Traveling is more spontaneous and is always on their minds. Therefore, they are always planning and saving for trips. So the smarter they travel, the more they travel. Every rupee saved means more miles traveled. Leaning in on this insight, through this campaign, our aim is to connect with our audience via a quirky, engaging narrative that encourages users to leverage their socio-sphere to land not just great savings for themselves but also for their family and friends.”
The company has launched a 360° marketing campaign that seeks to capture the imagination of the customer at multiple touchpoints. The characters in the TVC has been brought to life by Publicis Capital. Talking about the creative concept, Natwar Singh, Creative Director, Publicis Capital, said, “We wanted to communicate how the current generation thinks and acts when it comes to online behaviour, especially in the context of travel and bookings. We want them to identify with GOIBIBO as their ‘go-to brand’ that ‘sets them up’ for great travel experiences. Instead of ‘going to the net’ they should ‘Go IBIBO’ for great value travel experiences. Situationally, we thought, it was a space that could highlight new-age thinking effortlessly and make for some engaging, light-hearted moments of banter. Also, it allowed us to portray Deepika in a quirky avatar of a traffic cop.”
The TVC will be on air for a period of 04 weeks on GECs, news, movie channels, including during the ongoing India-South Africa Cricket series of which MakeMyTrip is the co-presenting sponsor.
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