Goibibo has introduced Kareena Kapoor Khan, popularly known as Bebo, as its latest brand ambassador, aiming to establish a dynamic dialogue between the brand and its audience. This exciting revelation aligns with the debut of Goibibo’s fresh campaign, “Hotels aise on Goibibo, full marks by Bebo,” and the unveiling of an updated social media presence. The brand strategically incorporates elements from Kareena Kapoor Khan’s iconic film roles and her real-life persona, seamlessly fusing the brand’s identity with that of its brand ambassador.
How has Goibibo Become Goibebo with Kareena Kapoor
In their latest advertising endeavor, Goibibo has unveiled a captivating brand film that channels the vibrant spirit of every Indian traveler, with the ever-iconic ‘Poo,’ played by Kareena Kapoor, serving as its spirited spokesperson. Drawing inspiration from a memorable scene in the Bollywood classic, Kabhi Khushi Kabhie Gham (K3G), we witness Kareena brilliantly reenacting the role of ‘Poo,’ who, in the film, was known for her discerning boy-rating skills. In this creative ad, Bebo brings her charisma to the forefront by rating hotel rooms in a manner reminiscent of her beloved character in the movie, thus evoking a sense of nostalgia and generating excitement among the audience. This marketing masterpiece, expertly conceptualized by Talented and skillfully executed by Dharma 2.0, effectively utilizes an iconic cinematic character to resonate with viewers and create a buzz.
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What do experts have to say about this collaboration?
Raj Rishi Singh, Chief Marketing Officer, Goibibo, said, “We all have a main character energy to our personalities which becomes especially prominent when we are on our travel breaks. With Kareena Kapoor Khan, the brand not only gives representation to this facet of our personality but also seamlessly integrates the brand and the ambassador into a cohesive voice. Our larger campaign speaks to the evolving expectations of Indian travellers and the increasing expectations from all operators in the space. We are hopeful that our audience will be as excited as we are for this new chapter for Goibibo.”
Khan said, “It’s such a delight to be the new face of Goibibo, or should we call it ‘Goibebo’? Among all the roles I’ve played on screen, Poo has been one character that has been an all-time audience favourite, even after all these years! It’s fascinating to see how Goibibo has taken such a beloved character and infused it into their new, fun campaign. Becoming Poo again, twenty years later, was such fun and it reminded me that there’s a bit of ‘Poo’ in every Indian traveller… after all, who doesn’t want to have the best holiday! So, what are you waiting for? Because ‘Poo’ has already given her seal of approval!”
Priyanka Borah, Founding Partner, and Binaifer Dulani, Founding Member and Creative, Talented said, “When we uncovered that the Indian consumer wants to be treated like a main character, from the movies, when on vacation – it instantly connected the dots for us, and gave birth to Goibebo. While the Poo character is iconic and has been leveraged in different ways, the strategic soundness makes this special, and its familiarity in a new context makes it memorable.”
Punit Malhotra, Founder, Dharma 2.0 said, “There is an inherent stickiness to ‘goibibo’ and ‘bebo’ that will stay in the mind of the audiences. Poo is an unforgettable character, and it’s an honour to revive her quintessential sassiness, in a brand-new context to speak to the Indian masses.”
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Kareena Kapoor becoming the brand ambassador was a clue from the audience
Kareena Kapoor becoming a brand ambassador for Goibibo and the subsequent recreation of her iconic ‘Poo’ character was not merely a coincidence, but a strategic move by the brand that was influenced by hints and cues from the audience. The audience’s strong connection to Kareena Kapoor and their nostalgia for her popular character ‘Poo’ from the movie Kabhi Khushi Kabhi Gum were key factors that likely played a significant role in Goibibo’s decision.
Sometime #ibibo sounds like "Mein Kareena Kapoor" but……why?
— Dr.Nincompoop (@fatticharr) May 10, 2011
This goibibo keeps reminding me of kareena : |
— Older Monk (@whackydjavi) March 18, 2012
Conclusion
In conclusion, Goibibo’s decision to feature Kareena Kapoor as “Poo” in their ad and recreate an iconic scene from a beloved movie was a brilliant marketing move. The response from the audience was overwhelmingly positive, with viewers experiencing a wave of nostalgia and excitement. By effectively tapping into the charm and charisma of an iconic cinematic character, Goibibo successfully generated buzz and created a strong emotional connection with their audience. This marketing endeavor serves as a testament to the power of nostalgia and the influence of well-executed advertising campaigns in leaving a lasting impression on consumers.
