Goibibo, one of India’s leading online travel brands, onboards the iconic father-son duo Jayaram and Kalidas as its brand ambassadors. This announcement furthers Goibibo’s localised approach to brand communication and product curation.
As part of leveraging the two newly onboarded brand ambassadors, the brand has also launched a new digital film, conceptualised by Mind Your Language!, which references one of the popular scenes from ‘Panchatanthiram’ and leverages cultural cues as much as it does language to build a connection with its audiences in Tamil Nadu and Kerala.
With this ad film too, the brand has continued recreating tropes from iconic movie scenes and pop culture, as previously demonstrated in the #Goibebo campaign starring Goibibo’s another brand ambassador- Kareena Kapoor Khan.
Commenting on the development, Raj Rishi Singh, Chief Marketing Officer, Goibibo, said, “In an era where travel preferences evolve rapidly, and no two trips taken are alike, Goibibo recognizes the need for tailored experiences not just in terms of products/services, but also in terms of brand communications. Collaborating with Jayaram and Kalidas was a natural choice, given their remarkable ability to resonate with audiences of all ages. Through humour and relatability, we aspire to empower travelers in the southern states of India to make better travel choices with Goibibo.”
To this, Jayaram and Kalidas added, “As brand ambassadors, we are delighted to embody the rich culture and cinematic heritage of Tamil Nadu and Kerala. Through this partnership, we aim to integrate Goibibo’s value proposition into our community, creating memorable travel experiences that resonate with all of us. We look forward to a wonderful journey with Goibibo and our audience.”
Being the conceptualizers of the ad film, Deepan Ramachandran, Founder and Chief Creative Officer and Pandiyaraj M, Co-founder and Creative Director, Mind Your Language!, shared, “Our collaboration with Goibibo marks a significant milestone, promising an iconic journey that solidifies its standing as a leading travel player. As their South India experts, we’re thrilled to introduce the legendary duo from Panchathanthiram, Jayaram and Kalidas, as the perfect travel companions. Through this campaign, we aim to match the energy and fun of national ads, infused with local insights and flavors, ensuring a memorable experience for all.”
