Indian travelers prioritize value when choosing holiday destinations, with choices significantly influenced by flight costs and attraction expenses. But they will also book business class or first class tickets.
Skift India Report: Online Travel Agencies Wield Power of Celebrity Endorsements
12.10.2023 - 09:31 / skift.com / Peden Doma Bhutia
Online travel agency Goibibo announced this week that it has signed Bollywood actress Kareena Kapoor Khan as its brand ambassador.
In the world of Indian online travel agencies, the synergy between popular Indian cinema, or Bollywood stars and brands has become a common marketing strategy.
The practice of signing Bollywood celebrities as brand ambassadors is not a recent phenomenon but has evolved significantly in the past decade.
Yatra.com: In 2012, Yatra associated with the biggest Bollywood actor of that time Salman Khan and also involved the actor as a shareholder. This also laid the groundwork for other Bollywood stars to venture into the travel industry.
In 2017, Yatra then got actor Ranbir Kapoor onboard as its brand ambassador leveraging his appeal among younger audiences.
MakeMyTrip: In 2016, recognizing the shift towards a younger target audience, MakeMyTrip chose Ranveer Singh and Alia Bhatt as its brand ambassadors. Ranveer Singh’s brand value reached $181.7 million, making him the most valued celebrity of 2022 according to a report by Kroll, a global risk and financial advisory solutions provider.
The Kroll study highlighted that the total brand value of the top 25 celebrities in 2022 is estimated at $1.6 billion, marking a 29% increase from the previous year. The study further observed that film stars continue to dominate the celebrity endorsement landscape, accounting for over 80% of the celebrity-endorsed advertisements. Sports personalities followed at 10%, with television stars making up 4% of the total celebrity endorsements.
Cleartrip: After being acquired by Flipkart, Cleartrip in 2021 signed up Anil Kapoor as its brand ambassador. In 2022 the online travel company managed a coup of sorts as it signed popular Bollywood couple, Vicky Kaushal and Katrina Kaif, marking their first endorsement as a married couple.
EaseMyTrip: Not being able to resist riding the celebrity brandwagon, EaseMyTrip, which had so far steered clear of associating with celebrities for brand endorsements, appointed Vijay Raaz and Varun Sharma as its ambassadors in 2021.
Ixigo: In 2022, Ixigo roped in Bollywood actors Jackie Shroff and Suniel Shetty as the new faces of the brand, for their #NikalLo campaign. Ixigo had then said that their mass appeal and fan base across various cities made them ideal ambassadors.
Agoda: Digital travel platform, Agoda last month announced the appointment of Bollywood actor Ayushmann Khurrana as its new brand ambassador in India.
Goibibo: Goibibo’s journey in celebrity endorsements began in 2017 with Deepika Padukone. And now the choice of Kareena Kpoor as its face coincides with the launch of its new campaign, integrating cues from Kareena’s memorable roles and real-life
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