: Travel brand associations with Bollywood on the rise
Online travel portal Yatra.com, Cox & Kings and others are increasingly associating with big-budget Bollywood movies and stars
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Considering the influence Bollywood has on footfalls, travel brands are increasingly associating with big-budget Bollywood movies and stars. Given the clutter, noise and competition out there, brands are looking at fresher and more innovative ways of connecting with audiences. Online travel portal Yatra.com has recently tied up with the upcoming movie Jagga Jasoos starring Ranbir Kapoor and Katrina Kaif.
As part of its association with Jagga Jasoos, the travel brand has launched a TVC featuring Ranbir Kapoor where he invites customers to book any product on Yatra and get a chance to win a free international holiday package for a couple. This collaboration follows the recent announcement made by Yatra of onboarding Kapoor as their brand ambassador.
Cox & Kings had also recently partnered with Salman Khan-starrer Tubelight to launch `Pose Karo, Tubelight se Milo’ contest and had curated special itineraries covering the specific locations where the movie was shot. The contest allowed people to visit the nearest Cox & Kings' store to book a package and click a selfie with Salman Khan's cut-out and post it with the specified hashtag. Cox & Kings also launched products keeping the movie theme in mind to integrate the brand seamlessly into the content of the film.
Riding on Bollywood’s popularity, brands are conceptualizing perfectly positioned campaigns and engaging contests to increase visibility and rise above the clutter. Cox & Kings has also partnered with upcoming Shah Rukh Khan-Anushka Sharma movie Jab Harry Met Sejal. The brand has introduced a special romantic trail to Europe based on the film. The package has been announced well in advance before the release of the film and includes destinations where the actors have shot.
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