Airbnb is the most known name that comes to our mind when we think about accommodation-sharing online companies. The nine-year-old brand certainly knows how to target the audience with campaigns that are focussed on people who love to travel around the world. The company had introduced its global campaign – ‘Live There’ in India in April last year urging travelers to not just ‘see’ a destination but ‘live’ there. The stardom of celebrities like Shahrukh Khan and Twinkle Khanna as influencers helped Airbnb to start the buzz.
To expand its reach in India, Bollywood’s popular actor couple Kareena and Saif Ali Khan has been associated. Interestingly, no one among these two have any official social media presence.
Talking about the reason behind picking Kareena and Saif, Varun Raina, Airbnb India’s marketing manager said “Saif and Kareena are an apt choice as endorsers for us as they represent contemporary attitudes, and are one of the most intellectual couples in Bollywood,”
“They are also widely respected for their work on screen by their peers as well as the Indian public at large and are known to be articulate about their preferences and bold choices despite media/public attention. Through the association, we also wanted to give travellers a sneak peek into their lives and how they travel,”
he added.
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Another factor that the company might have thought is that a big amount of people in the millennial population opt for choices that belong to the Kareena-Saif generation rather than these YouTuber watching generation.
With Saif and Kareena, Airbnb is targeting couples who love to travel together. We all know what traveling can do to a relationship in this busy working life.
Looking at the numbers, these video ads have crossed 10 million plus views and counting. That reach gives us an idea about the connection they are making with the relevant audience.
Pooja Jauhari, CEO at The Glitch says, “At the outset the obvious chemistry between Saif and Kareena lifts the very simple creative, making it an easy watch. So from a marketing strategy standpoint, using the couple works for me. People are talking about it, and it does the job on awareness.”
The ‘accommodation industry’ is finally becoming more competitive in India and with the entrance of global brands like Airbnb, local companies are also trying hard to get the attention of potential customers by converting hotel-providing services into the accommodation.
