Indian online travel company Goibibo is encouraging people to download its app, as part of its partnership with Indian Premier League (IPL) team Mumbai Indians.
Goibibo is the principal sponsor of Mumbai Indians and has used its stars to encourage engagement with its app around the season, focusing on a competition within the app that allows users to win travel prizes.
The campaign stars Mumbai Indians players Rohit Sharma, Hardik Pandya and Jasprit Bumrah in a three-part TVC where actress Deepika Padukone asks them to take a pledge. The players are intensely pledging that they will do everything it takes to win, when suddenly Deepika interrupts "Yes win so that I can go to Shimla", while others also express their interest to book a hotel in Kerala and flights for Goa.
The players appear confused until a voice over explains how Goibibo users need to keep the app open to win cash, based on Mumbai Indians performance on field.
The characters in the TVC have been brought to life by Publicis Capital.
The marketing campaign includes TVCs which will run for eight weeks across genres like IPL, General Entertainment Channels, HD channels, Hindi Movies, Hindi and English News and regional channels.
Rajesh Magow, Goibibo's co-founder and chief executive officer (CEO) India, said: “This campaign is a way for us to deeply engage with new and existing users by helping them reassess their travel choices and drive adoption of online travel in the most meaningful ways.”
Saujanya Shrivastava, group chief marketing officer, said: “We want to go beyond a simple sponsorship association with cricket to active engagement with our audiences in a value accretive, innovative and dynamic manner. This is a unique confluence of online travel, cricket and Bollywood brought to life in a way that has no precedents.
"Through this campaign we aim to fuel this spontaneity and reward our customers with tangible value in the form of goCash which they can use to book hotels, flights and other travel services”.