Cleartrip is tapping into nostalgia and escapism to spark travel intent with its latest campaign for the fourth edition of its flagship summer sale, #NationOnVacation (NoVac). With a creative twist on the childhood game ‘Chidhiya Udd’, the brand transforms a fleeting desire for a break into an irresistible call to action.
At the centre of the campaign is a heartwarming film that reimagines the familiar game in a magical, almost dreamlike setting. A group of children are given the power to lift people out of their everyday routines and transport them into travel experiences whether it’s unwinding by a serene resort pool or camping under a starlit sky. The film captures a universal emotion: the longing to escape the mundane, made tangible through Cleartrip’s NoVac sale.
By blending storytelling with relatability, the campaign positions travel not just as a plan, but as an emotional need waiting to be fulfilled. It cleverly taps into the idea that while the desire to take a break exists in everyone’s mind, what’s often missing is the push to act.
Link to the campaign:
“NoVac is not just a sales event; it is our flagship IP designed to inspire people to travel, “ said Pallavi Saxena, Chief Marketing and Revenue Officer, Cleartrip. “The dream of taking a trip is always there, simmering just beneath the surface of our busy lives. We just need a little push to act on it. That’s what our ‘Chidhiya Udd’ campaign is all about. It’s that playful, compelling nudge to stop postponing and finally book the vacation you’ve been daydreaming about. This summer, we‘re creating a real sense of excitement and pairing it with incredible deals that make it easier than ever for people to say ‘yes’ to travel.”
Govind Bansal, Head Marketing, Cleartrip, said, “Our creative challenge this year was to elevate NoVac beyond a simple sale and turn it into a genuine cultural moment. We landed on ‘Chidhiya Udd’ because it’s an idea that instantly brings a smile to your face. It’s rooted in a shared, nostalgic memory that beautifully captures that universal feeling of wanting to break free from the everyday. We didn’t just want to announce deals; we wanted to create a feeling, and this campaign allows us to connect with our audience in a way that’s both fun and deeply relatable.”
Adding to the creative perspective, Shikha Gupta, Independent Creative Director, highlighted the emotional core of the campaign. “There is no better way to escape the banalities of life than through travel. With this film, we wanted to bring alive that sense of joy, made even more compelling by a sale. The game of Chidiya Udd in the backdrop added a childlike playfulness to the film, which – we’d like to believe – is what summer holidays are all about,” she said.
