Social media played a core connecting role in ixigo's larger campaign. Here's how it was executed along with some key insights.

1. Using Social Media
As A Takeoff Point
For Campaigns

2. Campaign (TVC) - Patti Bandh Ke

3. Introduction
➢ With the launch of ixigo’s first ever TV ad, ixigo created a social media
campaign to create buzz for its first big commercial using multiple social
media channels such as Facebook, Twitter, YouTube etc.
➢ The strategy revolved around a concept called #PattiBandhKe
demonstrating the perils of 'travelling without knowing’.

4. Objective of the campaign
➢ Create awareness about ixigo’s TVC launch.
➢ Harping on the campaign shout by citing examples of #PattiBandhKe
travel moments, and asking people to share their blindfold travel
moments.
➢ Deepen engagement with followers of ixigo.com on Social Media in a
creative manner.
➢ Achieve substantial reach for ixigo.com & its new TVC.

5. ixigo.com on social

6. Key activities on social
Regular Activities-
➢ Building up the #PattiBandhKe concept – Pre launch
➢ Discussions around the perils of travelling without knowing - post launch.
➢ Integrating ixigo’s different products with the campaign shout ‘Patti Bandh
Ke’ .
➢ TravelStories Original (weird laws across the globe) - connected to
#PattiBandhKe – memes
Contests - #PattiBandhKe & #PattiBandhKeMoment
Activities during Ind vs Aus match -
➢ #Spotixigo
➢ NagpurWithixigo
➢ bangalorewithixigo

7. Pre Launch
➢ Created posts for Facebook with one liners around various problems a
traveller can face if he/she travels without knowing.
➢ On Twitter, ixigo tried to strike a conversation with travellers who were
facing some or the other issue during their travels. Be it room unavailability
in hotels or cancelled flights.

8. Pre Launch

9. Pre Launch

10. Launch

11. Creating buzz internally
➢ Internally, all the
employees of ixigo
changed their display
pictures on their
respective social
handles.
➢ This helped further in
spreading the word
about ixigo’s TVC.

12. Post Launch - Contests on Twitter
#PattiBandhKe
➢ Objective was to introduce
people to the TVC.
➢ Answer the TVC related
questions using
#PattiBandhKe.
➢ Tweeple with quick and
maximum right answers
becomes the winner.

13. #PattiBandhKeMoments - Day 2
After creating enough awareness about the TVC on day 1, it was
time to know about some more #PattiBandhKe travel moments, from
the fans this time. Thus, #PattiBandhKeMoments followed.

14. Execution - #PattiBandhKeMoments
Day 2, Call to action:
➢ Tweet about the #PattiBandhKeMoments - situations - good or bad, arising
due to unplanned travel.
➢ In the initial 3 hours, the most interesting and engaging tweet was picked
every hour as the tweet of the hour & turned into interesting visuals.
➢ The best three tweets were then shortlisted for the final round, which
involved getting maximum retweets & favourites.
➢ Tweeple with maximum engagement on the visual created by ixigo wins the
contest.
➢ Bigger draw was the change in ixigo’s profile name to that of the tweeple’
s with engaging tweets every hour.

15. #PattiBandhKeMoments

16. Activities during the Ind vs Aus
match
➢ Daily travel updates for the host
cities of the Ind vs Aus cricket
match.
➢ ixigo was one of the key advertisers
on TV during the match, making it
quick and easy for people to spot
ixigo during the match.
➢ Contests were run on FB and
Twitter around spoting ixigo on TV,
clicking the picture and sharing that
with us.
➢ #Spotixigo was used as a hashtag
for the same.

17. Activities during the Ind vs Aus
match

18. Impact on Twitter
● Trending #1 in India for 3-5 hours.
● Gained meaningful interaction and followers
● The contest garnered 3500+ interactions in just 2 days (10 hours of the
contest)
● Growth in fan base - 250+ followers increased

19. Trending on Twitter

20. Impact on Facebook
A drastic increase in engagement was seen on the days of main contest activities.

21. Impact on YouTube
➢ With all these activities on
social, ixigo was able to create
enough buzz and thus good
reach for its first ever TV
commercial.
➢ The video was viewed by over
500,000 people across the
country.

22. Highlights of the social media
activities
➢ Increased buzz around ixigo’s first television commercial in the online
space.
➢ #PattiBandhKe & #PattiBandhKeMoment contest were Trending at #1 in
India for 3-5 hours.
➢ #bangalorewithixigo trended at number 2 & 3.
➢ Gained meaningful interaction and followers.
➢ The three contests garnered 3500+ interactions.
➢ Growth in Twitter fan base - 250+

23. ➢ ixigo created viral awareness, not using a single rupee of their traditional
marketing budget!
➢ Increased buzz around ixigo’s first television commercial in the online space.
➢ Demonstrated the peril of 'travelling without knowing' in a quirky & engaging
manner.
➢ Perhaps most impressive of all are the 5,00,000+ people who saw the TVC and
were interested in learning more about ixigo.com, considering that a majority of
this number was not aware of ixigo.com as a travel search engine.
Conclusion