Travel platform ixigo has launched an Independence Day campaign urging Gen Z travellers to look beyond the usual tourist trail and explore lesser-known corners of India. Titled ‘Iss Desh Mein Dekha Kya Hai?’, the campaign uses a rap video to spotlight the country’s diverse landscapes, heritage sites and travel experiences.
Conceptualised and produced in-house, the video sweeps across destinations including the Ajanta Caves, Hampi, the salt deserts of Kutch, the Himalayas, forests, waterfalls, wildlife and coastal regions, driving home the message that India offers far more than its commonly visited spots.
The choice of rap as the core creative format is a deliberate play to connect with younger audiences. The campaign ties exploration to the spirit of freedom associated with Independence Day, nudging viewers to reconsider how much of their own country they’ve actually seen. Its recurring line, “iss desh mein dekha kya hai,” anchors this idea throughout.
AI also plays a role in the campaign’s production, used to stitch together diverse travel experiences and locations into a contemporary visual format while keeping the focus on real, existing destinations.
Ameya Velankar, Group SVP Marketing, ixigo, said India offers a new story, culture, landscape or experience every few hundred kilometres, and the brand wanted to capture that diversity through a format that felt young, energetic and distinctly Indian. He added that the goal was to highlight how much travel and discovery is possible within the country and inspire more Indians to explore it.
