Cleartrip, a Flipkart company, has launched its latest campaign for the fourth edition of its flagship summer sale, ‘Nation on Vacation’ (NoVac). Anchored in a nostalgia-driven creative approach, the campaign aims to turn passive travel intent into immediate bookings.
At the centre of the campaign is a film inspired by the childhood game ‘Chidhiya Udd’, reimagined with a fantasy-led narrative. The film portrays a group of children who magically transport adults out of their everyday routines into immersive travel experiences, ranging from resort getaways to outdoor adventures. This creative device positions travel as an instant escape from daily monotony, reinforcing the campaign’s core message.
The campaign leverages cultural nostalgia as a trigger to drive emotional engagement while linking it directly to a transactional outcome. By pairing storytelling with promotional urgency, Cleartrip aims to strengthen NoVac as both a sales property and a brand-led intellectual property.
Pallavi Saxena, chief marketing and revenue officer, Cleartrip, said, “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, added, “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.”
Shikha Gupta, independent creative director, said, “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.”
The campaign reflects a broader industry trend where travel brands are building ‘sale IPs’ that go beyond discount-led messaging to create cultural relevance and recall. By embedding the NoVac proposition within a relatable and imaginative narrative, Cleartrip aims to drive both top-of-mind awareness and conversion.
Currently live across digital platforms, the campaign integrates content, storytelling and promotional offers across flights and hotel bookings via the Cleartrip app and website. The focus remains on creating a seamless journey from inspiration to transaction, supported by strong visual storytelling and a clear call to action.
With ‘Nation on Vacation’, Cleartrip continues to invest in building a differentiated brand narrative within the competitive online travel space, using emotion-led campaigns to convert seasonal demand into measurable business outcomes.
