Bengaluru, 25th September 2026: ixigo, India’s leading AI-native travel platform, has unveiled a new video campaign that humorously takes on a familiar travel habit: going where everyone else is going. Bringing the idea of “following the herd” to life, the film encourages travellers to look beyond crowded holiday hotspots and discover more personal experiences with TARA, ixigo’s AI travel assistant.
Set against a bustling beach, the film introduces a world of sheep-headed holidaymakers, all drawn to the same destination and caught up in the same crowded experiences. From the packed shoreline to busy beachside cafés, the playful imagery holds up a mirror to how easily a holiday can become an exercise in following the crowd.
The story takes a turn when one traveller reaches for the ixigo app and interacts with TARA. As the setting shifts to a quiet seaside escape, his sheep-like appearance gives way to his human self, a visual expression of breaking away from the herd and rediscovering his own preferences. The film closes with him unwinding by the sea and a simple message: “Don’t follow the herd.”
At the heart of the campaign is the idea that a memorable trip begins with knowing what matters to you. Through humour and an unexpected visual metaphor, ixigo positions TARA as a companion for travellers, helping them navigate their travel journey with greater ease. As ixigo’s AI-powered personal travel assistant, TARA can assist travellers through conversational interactions, while ixigo’s AI-powered planning capabilities help them discover destinations, attractions, stays and experiences based on their preferences. Together, these capabilities help travellers move beyond familiar choices, find experiences that are right for them and make planning and managing their trips more seamless and stress-free.
Commenting on the campaign, Ameya Velankar, Group SVP Marketing & PR, ixigo, said, “We have all had moments when we have picked a holiday destination simply because everyone else seems to be going there. With this film, we wanted to bring that behaviour to life in a playful, instantly recognisable way. The sheep are a humorous reminder of how often we let the crowd shape our choices.
TARA opens up the possibility of starting with what you actually want from a trip. Whether that is a quieter escape or somewhere you had never considered, the idea is to help you discover a holiday that feels like your own.”
The campaign brings a human perspective to AI-assisted travel discovery, showing how ixigo’s AI native tech stack can help travellers express their preferences and explore beyond the obvious. Its invitation is simple: let curiosity guide the journey and find places that make a difference to your travel experience.
Watch the full video here: https://youtu.be/v8G5UtX40Fw
About ixigo (NSE: IXIGO, BSE: 544192) Launched in 2007 by Aloke Bajpai & Rajnish Kumar, ixigo (Le Travenues Technology Limited) is India’s eading AI-based travel platform, helping millions of travellers every day to plan, book and manage their trips across rail, air, buses and hotels through its ixigo, ConfirmTkt and Abhibus apps. With over 57 crore Annual Active Users in Fiscal 2026, ixigo is India’s leading travel platform by user base. For more information, please visit http://www.ixigo.com
