Ad Campaigns
ixigo campaign targets gimmicky travel cash-back schemes
MUMBAI: Leading travel marketplace ixigo has launched new brand campaign, with the slogan #FullPaisaVasool across media.
The campaign empathizes with travelers who receive a lot of cash-back money in their travel app wallets but then feel short-changed when they are not allowed to use most of it on their next transactions.
On ixigo, travellers booking flights cannot only earn ‘ixigo money’ on flight bookings but also spend 100 per cent of their ixigo money balance on their next booking.
Travelers have become disillusioned with gimmicky offers being run by many travel apps. Though a lot of cash-back money is promised, once credited, it cannot be used in totality on subsequent transactions. It also comes with several conditions attached to it. While many people now consider it as the new normal, ixigo’s campaign metaphorically highlights real life situations where the same behavior would be totally unacceptable!
The central theme of the ads is Indian weddings. One situation for instance shows a newly married couple receiving a loaded shagun envelope, only to have most of the cash taken away from them immediately after the on stage photo-shoot. The situations used, then ask viewers the pressing question “Bura Laga?” to reflect upon how people feel when they can only use a small amount of the money from their travel app wallets.
ixigo CEO and co-founder Aloke Bajpai adds, “Gimmicky travel cashback programs should not exist because they hurt the credibility of the entire industry. At ixigo, we believe in transparency as one of our core values, so it was natural for us to be disrupting how loyalty and cash-back works in our industry! We want every traveler to get 100 per cent value for their money by being able to use all the cash-back that they earn on their next flight booking, irrespective of which travel seller they choose to book the ticket from, on our app.”
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Launched in 2007, ixigo is India’s leading travel marketplace, with a user base of over 100 million travellers. ixigo allows you to compare and book from 120+ travel suppliers and OTAs across flights, hotels, trains, cabs and destinations. The company’s investors include Sequoia Capital India, Fosun RZ Capital, SAIF Partners, MakeMyTrip and Micromax.
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