National, January 16, 2026: redBus, world’s largest online bus ticketing platform, has announced the Discover Bharat Sale, bringing together bus tickets starting at ₹299 and discounts of up to 50 percent across buses, trains, and hotels. Timed to the peak travel period around festivals and long holidays, the sale encourages travellers to discover India and the variety of experiences that unfold when exploring the country. This idea is brought to life through a regionification-led advertising approach that draws from local languages, cultural cues, and everyday moments, reflecting how travel is actually experienced across India.
Anchored in the belief that meaningful travel begins with understanding the place and its people, the campaign unfolds through two distinct creative routes or themes, delivered through a series of television commercials and digital films. The campaign will roll out across major Hindi, Tamil, and Telugu television channels, alongside a strong digital presence on platforms such as JioHotstar, Instagram Reels, and YouTube Shorts, each reflecting a different way Indians can explore and rediscover their own country.
Route 1: Pata Karke Aao
The Pata Karke Aao ad films are set in everyday, familiar environments that reflect how people naturally speak about travel experiences. Each film opens in a real-life setting such as a bus adda beside a tea stall, a vegetable vendor kiosk, a residential society pool, a college hostel ground, or a home setting. Each film comes alive in its native language, Hindi, Telugu, or Tamil, enriched with region-specific expressions and cultural nuances that instantly connect with local audiences.
The narrative moves from a relatable destination moment into the product window, linking the experience to value through the line “sirf ₹299 mein pata karke aao” or its regional equivalent. Interestingly, the films also use a combination of AI and old school film making, for optimal outcomes. The films use a combination of AI-generated animation backgrounds rendered on giant LED screens live, along with actual human actors for enhanced storytelling and performance.The films showcase how these real travel moments can be unlocked by simply booking a ticket starting at ₹299, turning aspiration into action. Both the 10-second and 5-second edits follow the same storytelling rhythm and messaging, reinforcing the spirit and promise of the Discover Bharat Sale.
For instance, in one film set at a bus adda beside a tea stall, a man speaks directly to the camera about the taste of Banaras ki malaiyyo, an everyday local insight that instantly evokes the destination. This spontaneous, word-of-mouth style conversation mirrors how Indians naturally talk about places they love. The film then transitions to the redBus product window, establishing the connection that discovering such local experiences begins with the journey itself and inviting viewers to “pata karke aao” with bus tickets starting at ₹299.
Across the films, individuals speak directly to the camera in a casual, conversational manner, highlighting one specific aspect of a destination such as the taste of Banaras ki malaiyo, the vibe of South Goa, the peace or energy of Haridwar’s Ganga aarti, the celebration of Sankranthi in Godavari, the size of Tirupati’s laddoo prasadam, the energy of Thai Poosam in Thiruchendur, or the weather in Kodaikanal.
Route 2: Bharat Mein Videshi
The Bharat Mein Videshi ad films follow a visual reveal format that draws parallels between international destinations and their Indian counterparts. Catering to redBus’ mobile first audience, these films are created for social media. It relies on the well-known insight into Indians travellers’ fondness for international travel, and turns it around to encourage people to visit destinations in their own country which rival any international destination. Each film opens with a wide shot resembling a well-known global location, with on-screen supers identifying destinations such as Switzerland, Dubai, Scotland, France, or Thailand.
For example, in one film, the opening visuals show a snow-covered landscape marked as Switzerland. As the camera slowly zooms out, an Indian bus is revealed moving along the road, accompanied by the sound of a familiar Indian horn. The destination then flips from Switzerland to Shimla, after which the film cuts to the product window with the Discover Bharat Sale message.
Across the films, similar reveal moments are used, where Indian elements such as Rajasthani folk singers, a local coffee vendor, Dappankuthu dancers, or an Indian photographer interacting with tourists appear within the frame, leading to the transition from the international destination to its Indian counterpart—Jaisalmer, Coorg, Pondicherry, or Bodh Gaya.
Each film concludes with a consistent product window and the voiceover line, “International holiday, right here in India,” followed by the Discover Bharat Sale message highlighting bus travel across India starting at ₹299. Both the structure and messaging remain uniform across the films.
Pallavi Chopra, Chief Marketing Officer, redBus commented: “This is a period when people across the country are planning trips, travelling to visit family to celebrate festivals, and making the most of long-weekend breaks. With the Discover Bharat Sale, we’re tapping into this travel momentum to highlight the many experiences India has to offer, especially when seen through local and regional lenses. Our regionification-led approach allows us to reflect travel in a way that feels familiar and authentic, shaped by language, culture, and everyday context. The sale brings together offers across buses, trains, and hotels to support travel plans during this period.”
