Klook India has launched its summer campaign featuring Farah Khan, focusing on how travellers are rethinking repeat holidays.
Video Link: https://www.instagram.com/reel/DXs8-RhEljb/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Set in Singapore, the campaign follows Khan revisiting a familiar destination alongside her chef Dilip, who is experiencing the city for the first time. This contrast between familiarity and discovery drives the narrative, highlighting how the same place can offer entirely different experiences depending on perspective.
The campaign reflects a broader behavioural shift among Indian travellers. While many continue to revisit popular destinations, their itineraries are often shaped by algorithm-driven recommendations, leading to similar, predictable experiences. Klook positions its platform as a way to break that cycle-encouraging travellers to explore beyond standard “top ten” lists.
The rollout follows a digital-first approach, beginning with a trailer on Instagram, followed by three short-form episodes. A longer brand film is scheduled for release across Instagram and YouTube, extending the storytelling format.
Insights from Klook’s Travel Pulse Study support this direction, showing that Indian travellers are increasingly open to spontaneous experiences. Many now prefer exploring lesser-known activities, spending more time in fewer destinations, and engaging more deeply with local culture rather than rushing through packed itineraries.
By pairing a seasoned traveller with a first-time explorer, the campaign captures both nostalgia and curiosity. It ultimately positions repeat travel not as repetition, but as an opportunity to rediscover destinations in new, more meaningful ways.
