Pickyourtrail has released its first brand campaign in partnership with Early.Partners and Talented, centred on the idea of giving travellers more control over their holiday planning. Research by Early indicated that an increasing number of leisure travellers are moving away from standard packages and fixed itineraries, seeking personalised experiences without the time commitment of planning them independently.
Pickyourtrail says its tech-plus-touch model enables the creation and execution of customised holidays at scale for a wide range of preferences and budgets. This approach formed the basis of the campaign’s creative direction.
Early’s brief highlighted the need to communicate both the appeal and accessibility of Pickyourtrail’s customisation offering. Talented developed the concept of “tailoring the holiday” as a device to illustrate the brand’s core proposition. The team worked with Producer Bushra Shariff and Director Shivang Monga to build a “tailoring shop” set within a travel-themed environment.
Co-founder and CEO of Pickyourtrail, Hari Ganpathy said, “This is a milestone moment for Pickyourtrail. India’s international holiday market is exploding, and travellers now want holidays that match their tastes and fit with their budgets. Our first-ever brand campaign celebrates exactly that: how customisation has helped us create sooper hit holidays for thousands of families and couples. After planning 1,50,000+ such holidays across every budget, and earning some of the best NPS scores in the industry, we felt it was the right time to share our story with the world.”
Founder of Early and fractional CMO at Pickyourtrail, Meghana Bhat said, “The very purpose of starting Early was to work with young brands and help them unlock the next stage of growth through marketing. With Pickyourtrail, we realised that the brand was already doing an amazing job of creating customised holidays and the world needed to know. Partnering closely with the brand to shape and bring this story alive through these films has been incredibly rewarding.”
Brand Strategy at Talented, Angelina Kurian, and Director Shivang Monga said, “We wanted Pickyourtrail’s first campaign to stand out against established players. So, bringing alive the concept of ‘tailor made holidays’ to show customisation, boasts the brand’s expertise. The challenge: turning that idea into small, memorable moments of discovery for the viewer. Props to our props team for the fabrics, measuring tapes, sewn ‘boarding passes’ and even a ‘trial room’ that could mirror the vacation you want! Playful staging and camera movements try to embody the dynamics around holiday planning in families. While legacy brands have big-budget sets & ambassadors, we were going for ‘I see what you did there!’ through art, character choices, and rich metaphorization of a world unseen in the travel segment.”
The campaign features two films showcasing ‘tailor made’ holidays for families and couples, highlighting the company’s customisation capability. The ads will run across digital platforms and connected TV from December to April, aimed at travellers planning winter and summer breaks. The campaign is the first collaboration between two companies within the Talented Grid.
