ixigo has launched a new video campaign for TARA, its AI travel assistant, built on the idea that travellers often pick holiday destinations simply because everyone else is going there.
The film opens on a crowded beach filled with sheep-headed holidaymakers, all drawn to the same spot. Packed shorelines and busy beachside cafés show a holiday shaped entirely by popular choices. The story turns when one traveller opens the ixigo app and chats with TARA. He heads to a quieter seaside location, and his sheep-like appearance gives way to his human self. The film closes with the line, “Don’t follow the herd.”
The campaign positions TARA as a conversational travel assistant that helps users discover destinations, attractions, stays and experiences based on their preferences. ixigo says its AI-powered planning is designed to help travellers explore alternatives to familiar choices, with the campaign showing how the technology can be used to express travel preferences and look beyond the usual picks.
Ameya Velankar, group SVP marketing & PR, ixigo, said most people have chosen a destination just because everyone else seemed to be going there, and the film brings that behaviour to life in a playful, instantly recognisable way. He described the sheep as a humorous reminder of how often the crowd shapes our choices. According to him, TARA lets travellers start with what they actually want from a trip, whether that is a quieter escape or somewhere they had never considered, so they can find a holiday that feels like their own.
