Goibibo promises a travel experience without the pain points

Travel portal goibibo.com has launched a campaign on the theme ‘No dhokha, only bharosa’ (No cheating, only trust).

The campaign created by ITSA Brand Innovations features a series of films. Each of the films features a patient lying down in a hospital with a knife (or knives) stabbed in his or her back. As the doctor pulls each knife out, he asks ‘Yeh dhoka kab hua?’ (when did this happen?). This is followed by the narration of a sordid travel experience from the ‘stabbed in the back’ protagonists. Each of them offers a different reason - like a hotel that overbooked leading to sleeping on the beach, booking a four star room and ending up in one without a window, lack of refund upon cancellation, and so on. The doctor then provides the solution to these repeated dhokas - goibibo.com.

On the new campaign, Ashish Kashyap, group CEO, ibibo, said, “The travel space is still a deafening din of claims and tall promises which easily lure the unsuspecting customer but, do not deliver in the end. At Goibibo.com, we have worked hard on the product to ensure that the site, cancellations, refunds are fast and quick. And while we have been communicating our deals and speed, it was important to now talk about the travel experience that customers can expect when they book with goibibo.com. We took some of the most common pain points of customers to bring our promise to life. For a young brand that is already growing at a very fast pace, the next level is to build trust. Not merely about the booking experience but about the travel experience itself.”

Emmanuel Upputuru, copywriter, ITSA, added, “While the idea is edgy, yet, the attempt has been to make it popular with humour and execution style. Ram (Subramanium) has done an excellent work. Dramatising ‘stabbed in the back’ is a visually stark and cut through device that gives us the confidence to not just cut the clutter, but, to have a film that’s gripping start to finish.”

Credits:
Brand: GoIbibo.com
Agency: ITSA
Production House: Handloom Films
Director: Ram Subramanium
Copywriter: Daniel Upputuru, Emmanuel Upputuru
Account Executive: Anirban Mozumdar
Producer: Ramya