So in 2023, when Goibibo wanted to talk about their budget offerings to increase brand salience, we decided to listen to the internet. And why not? We as a country have main character energy when we’re travelling. No matter how tiny our budget, we want our rooms to be tip-top, and the tea to be piping hot. And who’s a better main character than Kareena Kapoor Khan, Bollywood’s quintessential ‘it girl’?

We got the country’s leading actress, popularly known as Bebo, to endorse Goibibo on the back of her most pop-culture-friendly character, Poo from Kabhi Khushi Kabhie Gham. All while recreating her most iconic rating sequence from the film. With the fusion of celebrity allure and cultural nostalgia of Bebo, this campaign created a lasting memory structure for Goibibo, resulting in never-seen-before consideration scores for the brand.