The brief
Cleartrip wanted to educate users on the real savings they could unlock by redeeming SuperCoins while booking travel. Many travellers rely on ineffective money-saving tricks, such as booking flights at odd hours or browsing in incognito mode, believing these myths will help them secure better deals. The challenge was to break these misconceptions in a way that was engaging, entertaining, and memorable.
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IDEA
To make an impact, we leveraged the wit and humor of bestselling author Chetan Bhagat. The campaign introduced a satirical book, Genius Travel Discount Hacks by a Genius, where Bhagat humorously exaggerated common travel myths. The book positioned these ineffective tricks as "last resorts" for those who refuse to use SuperCoins, highlighting how the real genius move is redeeming them on Cleartrip.
Insight
Travellers love a good deal, but they often place faith in travel-saving hacks that do not actually work. At the same time, they overlook real, effortless ways to save, such as using SuperCoins on Cleartrip. The campaign needed to shift this mindset by making the absurdity of these myths evident while reinforcing the simplicity of redeeming SuperCoins.
Execution
The campaign kicked off with a satirical book launch, featuring a playful book authored by Chetan Bhagat that humorously detailed ineffective travel hacks. This set the stage for the hero video, where Bhagat took on the role of a quirky “genius” travel expert, dishing out laughably absurd travel-saving tips before ultimately revealing the ultimate hack—using SuperCoins on Cleartrip. To amplify the campaign’s reach, short-form content was rolled out across social and digital platforms, using witty storytelling to engage audiences and reinforce the message. Additionally, Cleartrip’s SuperCoins messaging was strategically integrated within the book, video, and digital assets to drive recall. By blending humor with a strong consumer insight, SW Network and Cleartrip turned travel savings into a compelling conversation, ensuring that audiences recognized SuperCoins as the smartest and most effortless way to book their trips.