AbhiBus (ixigo’s bus business) has unveiled its latest brand campaign featuring iconic dancer and actor Prabhu Deva. The campaign introduces a striking visual metaphor to spotlight a simple consumer truth: when it comes to bus travel, what you don’t see often matters the most.
At the heart of the campaign is a transparent bus - a powerful creative device that brings alive AbhiBus’ core promise of complete transparency in bus booking. Across a series of films set in everyday travel moments, the transparent bus makes a dramatic entry, surprising onlookers. The narrative then flips, highlighting that real transparency isn’t about seeing through a bus, but about knowing everything about it before you book, and being supported even after your journey begins.
The campaign brings this promise to life by seamlessly integrating AbhiBus’ key features into the storytelling, including the ability to explore buses through 360° photos, choose between new and older buses, access safety checks for more informed decisions, and benefit from Abhi Assured for added reliability. Extending this further, the platform also offers roadside assistance, ensuring that in the event of a breakdown, users are provided with an alternate cab to complete their journey. Together, these features reinforce the idea of transparency not just as access to information, but as a commitment to accountability, ensuring users are not left stranded even when things go wrong.
Speaking about the campaign, Rohit Sharma, COO, AbhiBus, said, “Transparency is not just about providing information, it’s about building trust. With AbhiBus, users can not only understand their bus before they travel (with the use of AI), but also choose from thousands of buses listed across 650,000 routes. This campaign brings that promise to life.”
Commenting on the collaboration, Prabhu Deva said, “The idea is simple and relatable. We often don’t know what kind of bus we’re booking. This campaign shows how you can now see everything upfront — from bus age and amenities to a 360° virtual tour before booking.”
