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Goibibo to promote its e-wallet GoCash+ through a new campaign featuring Deepika Padukone

To promote its e-wallet service GoCash+ Goibibo launched a new TVC featuring its brand ambassador Deepika Padukone. The idea behind this campaign is to highlight the benefits of the GoCash Plus feature on Goibibo’s platform.

Commenting on the new campaign, Rajesh Magow, co-founder and CEO-India (Merged Entity) said, “GoIbibo has been at the forefront of product innovations in the online travel aggregation space and GoCash+ is a great value proposition to increase engagement and retention amongst existing and potential customers. Collaborative consumption has emerged as a concept and is fast gaining speed in the Indian e-commerce segment as well. GoCash+ has been built on this concept. Since its launch , Goibibo has seen a huge traction on its platform and we feel with Deepika’s presence as the brand ambassador of Goibibo, will further help us build a huge amount of trust and reliability amongst customers with regards to hotel research, planning & booking on our platform and thereby, further our larger business objective of expanding the category and increasing our market share in the online hotel booking segment.”


According to an official statement, GoCash+ is Goibibo’s efforts to make the travel booking process as cashless as possible by providing travel booking currency to its customers. Through the feature, the user can use the GoCash+ point as real money to get discounts on travel bookings with Goibibo.
Sharing his thoughts, Saujanya Shrivastava, Group CMO said, “The campaign is in line with the organization’s business strategy of online hotels category expansion and new user acquisition thereby driving growth for the travel industry at large. Goibibo’s natural appeal is with a younger, tech savvy, transaction focused customer. Traveling is more spontaneous and is always on their minds. Therefore, they are always planning and saving for trips. So the smarter they travel, the more they travel. Every rupee saved means more miles traveled. Leaning in on this insight, through this campaign, our aim is to connect with our audience via a quirky, engaging narrative that encourages users to leverage their socio-sphere to land not just great savings for themselves but also for their family and friends.”

The company has launched a 360° marketing campaign that seeks to capture the imagination of the customer at multiple touchpoints. The characters in the TVC have been brought to life by Publicis Capital. 
Talking about the creative concept, Natwar Singh, Creative Director, Publicis Capital, said, “We wanted to communicate how the current generation thinks and acts when it comes to online behaviour, especially in the context of travel and bookings. We want them to identify with GOIBIBO as their ‘go-to brand’ that ‘sets them up’ for great travel experiences. Instead of ‘going to the net’ they should ‘Go IBIBO’ for great value travel experiences. Situationally, we thought, it was a space that could highlight new-age thinking effortlessly and make for some engaging, light-hearted moments of banter. Also, it allowed us to portray Deepika in a quirky avatar of a traffic cop.”

The TVC will be on air for a period of 04 weeks on GECs, news, movie channels, including during the ongoing India-South Africa Cricket series of which MakeMyTrip is the co-presenting sponsor.

Credits
Creative Agency: Publicis Communication 
Creative Director: Natwar Singh 
Production house: Films Elements
Director (film): Shakun Batra
Producer: Sandeep Patil

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