Goibibo, one of India’s leading travel brands, stands for its
youth-oriented offerings and campaigns. So, when it came to choosing the new
face for the brand, Goibibo went back to the recommendations made by its core
audience set.
In a stellar illustration of two-way communication between a brand and
its audience, Goibibo announces Kareena Kapoor Khan aka Bebo as its new brand
ambassador. This announcement coincides with the launch of Goibibo’s new
campaign - Hotels aise on Goibibo, full marks by Bebo’ – and a new adapted
social media identity. The brand integrates cues from the actor’s most
memorable roles and her name in real life to its own personality thereby
converging the brand and the brand ambassador like never before.
To bolster the announcement, Goibibo has also launched a new brand film
that gives voice to the main character energy of every Indian traveller with
Kareena’s famous ‘Poo’ as the mouthpiece.
Raj Rishi Singh, Chief Marketing Officer, Goibibo further explains, “We
all have a main character energy to our personalities which becomes especially
prominent when we are on our travel breaks. With Kareena Kapoor Khan, the brand
not only gives representation to this facet of our personality but also
seamlessly integrates the brand and the ambassador into a cohesive voice. Our larger campaign speaks to the evolving
expectations of Indian travellers and the increasing expectations from all
operators in the space. We are hopeful that our audience will be as excited as
we are for this new chapter for Goibibo.”
Kareena Kapoor Khan said, “It's such a delight to be the new face of
Goibibo, or should we call it 'Goibebo'? Among all the roles I've played on
screen, Poo has been one character that has been an all-time audience
favourite, even after all these years! It’s fascinating to see how Goibibo has
taken such a beloved character and infused it into their new, fun campaign.
Becoming Poo again, twenty years later, was such fun and it reminded me that
there's a bit of 'Poo' in every Indian traveller… after all, who doesn’t want
to have the best holiday! So, what are you waiting for? Because ‘Poo’ has
already given her seal of approval!”
Goibibo stands firmly committed to maintaining impeccable standards and
the latest campaign speaks to this goal. Bebo’s charisma, enduring popularity
and high-standards perfectly align with Goibibo's mission to make sure
accommodation listed on the platform are authentic, and there is no expectation
and delivery mismatch. Whether it's Poo,
or an everyman, with Goibibo one can rest assured with 'Bebo’s' seal of
approval. The film has been conceptualised by Talented and executed by Dharma
2.0.
Priyanka Borah, Founding Partner, and Binaifer Dulani, Founding Member
& Creative, Talented said, “When we uncovered that the Indian consumer
wants to be treated like a main character, from the movies, when on vacation -
it instantly connected the dots for us, and gave birth to Goibebo. While the
Poo character is iconic and has been leveraged in different ways, the strategic
soundness makes this special, and its familiarity in a new context makes it
memorable.”
Punit Malhotra, Founder, Dharma 2.0 said, “There is an inherent
stickiness to ‘goibibo’ and ‘bebo’ that will stay in the mind of the audiences.
Poo is an unforgettable character, and it's an honour to revive her
quintessential sassiness, in a brand-new context to speak to the Indian
masses.”
Stay tuned to Films & TV World for much such updates and breaking
news. If you haven't yet watched the latest TVC, you can watch it here.
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