Travel brand Goibibo has onboarded Indian actors and father-son duo Jayaram and Kalidas as its brand ambassadors. The announcement coincides with the launch of the brand’s first digital film, starring the dynamic duo.
The film references a popular scene from 'Panchatanthiram', keeping the trope of recreating iconic movie scenes, as previously demonstrated by the brand's iconic #Goibebo campaign starring Kareena Kapoor Khan, who was onboarded as the brand ambassador last year.
The film uses both cultural elements and language to connect with viewers in Tamil Nadu and Kerala. It resonates with audiences while infusing specific travel contexts with a fresh perspective, reads the company statement.
Raj Rishi Singh, Chief Marketing Officer, Goibibo, said, "Collaborating with Jayaram and Kalidas was a natural choice, given their remarkable ability to resonate with audiences of all ages. Through humour and relatability, we aspire to empower travellers in the southern states of India to make better travel choices with Goibibo.
Jayaram and Kalidas said, "As brand ambassadors, we are delighted to embody the rich culture and cinematic heritage of Tamil Nadu and Kerala.” The digital film is now available on Goibibo's official social media platforms, along with a limited-time flat 50 per cent discount (up to Rs 2000) on the first hotel booked on Goibibo.
The Indian travel sector has been growing exponentially. A report by Bernstein says that regarding outbound travel, the country will spend $89 billion in 2027 (it was $38 billion in 2019). With regards to tourist inflow, India will be the third-largest domestic market by 2027, the report adds.
The pandemic took a significant hit on the tourism sector. However, the government of India recently said that domestic tourism will return to pre-pandemic levels by 2024–24, showing a ray of light for the tourism sector.
