ixigo has launched a new video campaign that uses humour to challenge the tendency among travellers to follow popular holiday choices. The campaign positions TARA, ixigo’s AI travel assistant, as a tool to help users discover destinations and experiences aligned with their individual preferences. Set at a crowded beach, the film features holidaymakers with sheep heads, all heading to the same destination and navigating packed beaches and busy cafés. The visual metaphor illustrates the idea of following the crowd when choosing where and how to travel.
Commenting on the campaign, Ameya Velankar, Group SVP Marketing & PR, ixigo, said, “We have all had moments when we have picked a holiday destination simply because everyone else seems to be going there. With this film, we wanted to bring that behaviour to life in a playful, instantly recognisable way. The sheep are a humorous reminder of how often we let the crowd shape our choices. TARA opens up the possibility of starting with what you actually want from a trip. Whether that is a quieter escape or somewhere you had never considered, the idea is to help you discover a holiday that feels like your own.”
The narrative changes when one traveller uses the ixigo app to interact with TARA. He is guided towards a quieter seaside destination, with his sheep-like appearance transforming into his human self. The film concludes with the message, ‘Don’t follow the herd.’ The campaign focuses on the idea that travel choices can be shaped around individual interests rather than popular destinations. TARA enables travellers to interact conversationally, while ixigo’s AI-powered planning capabilities help users discover destinations, attractions, stays and experiences based on their preferences.
Through the campaign, ixigo aims to highlight the role of AI in travel discovery and planning, positioning its technology as a way for travellers to explore alternatives and manage their journeys with greater ease.
