Abid Hussain Barlaskar
Advertising

ixigo's new ad is also an etiquette guide — for flyers

The new film is about in-flight dos and don'ts. The brand's video content features employees regularly. Aashish Chopra, ixigo's VP, Content Marketing features in the latest video.

Travel booking platform, ixigo just launched 'What not to do in a flight', the brand's new campaign based on in-flight etiquettes based. The campaign is part of the travel etiquette series launched in 2018.

The first among the series was titled, ‘Stuff you can take from hotels’, a crash course for travellers in what they can and cannot take from hotel rooms. The video resurfaced earlier this year when news about a family stealing accessories and more from a hotel room in Bali hit headlines.

The very relatable situations portrayed in the new video is rooted in a research carried out by the brand about common travel annoyances when flying. The study reveals, both first-time as well as frequent flyers have limited knowledge about acceptable behavioural norms to follow when travelling.

Like previous ixigo ads this video too, has been crafted and executed in-house.

There's a chance that you might spot someone you know at ixigo in the video. The cast in the video includes paid actors and employees. We spotted Aashish Chopra, the brand's vice-president - content marketing. Ria Dutta, a content analyst who was the lead cast in ixigo's 2018 video also features in this new film.

Aashish Chopra, VP - Content Marketing -ixigo
Aashish Chopra, VP - Content Marketing -ixigo

In a quick chat, Chopra reveals that almost all of the brand's videos feature fellow employees. "It started about five years back. We realised that it's not about celeb faces but the story. The story is the bigger idea and that's why we experiment with it. The admin head of ixigo had a lead role in the 'ixigo trains' film. In-house talent allows great control while keeping the cost down. It also allows more experimentation since the dependency is low."

Also Read: Now, ixigo enters the content game, "Want app to be relevant even after booking ticket," says marketing head

The company also put in place an 'in-house audition'. "We announce that there is an audition going on and then figure out how an actor will perform, get rehersals done, among other experiments. We're the rebels in the game and we figure it out on our own. The result is a part of a process that’s been validated repeatedly over the past five years. We create our videos in the interest of the users first and brand next," Chopra shares.

ixigo also created the below video 'Jaisa Ghar, Waisa Desh' to support of the government’s ‘Swachh Bharat’ campaign.