Goibibo has launched a new digital campaign featuring Sunil Grover, Kiku Sharda and brand ambassador Rishabh Pant. Conceptualised by Restless@MagicCircle and produced by Petromax India Films, the campaign uses humour-driven storytelling to highlight the platform’s value proposition around travel deals.
The campaign comprises two short films built around character-led comic sketches. Grover and Sharda take centre stage, portraying exaggerated personalities engaged in escalating, absurd exchanges. Their performances draw on familiar pop-culture parody and situational humour, creating a narrative that builds towards chaos before transitioning into the brand message.
At the peak of these interactions, Rishabh Pant enters as a grounding presence, delivering the line: "Aise Baat Nai Banti, Badhiya Deals ke liye Goibibo pe Dealpanti." This recurring sign-off reinforces the brand’s ‘Dealpanti’ positioning, integrating it seamlessly into the narrative while maintaining tonal consistency.
The campaign leverages the growing overlap between entertainment and advertising. By using well-known comedic talent and structuring the films as sketches rather than traditional ads, Goibibo aligns with digital content consumption patterns where audiences favour humour and relatability. The use of pop-culture cues further enhances shareability and recall among internet-first users.
Raj Rishi Singh, chief marketing officer, Goibibo, said, "Our audience lives on the internet, and so does our sense of humour. With Sunil, Kiku and Rishabh in the mix, we wanted to create something playful, topical, and unmistakably Goibibo. At its heart, the promise is the same one our users know us for: amazing deals, delivered with a smile."
Pant said, "It's always fun being part of a Goibibo campaign, and this one was an absolute laughter riot with Sunil paaji and Kiku bhai on set. It's a fun concept and I think the audience will love it. Only Goibibo could pull off a deals moment like this. That’s Dealpanti at its best.”
Shray Chawla, executive creative director, Restless@MagicCircle, said, "The brief was simple for us. Find humour in the moment, make it real, and make it land for our audience. What Sunil and Kiku each brought to their films was fresh, and natural. And having Rishabh walking in at the end to talk deals gave both films the perfect finish."
The campaign underscores Goibibo’s continued focus on ‘Dealpanti’ as a core brand platform, using humour as a consistent device to communicate value. By embedding the message within entertaining content, the brand avoids overt transactional messaging while maintaining clarity around its offering.
Distributed across digital platforms, the films are designed for quick consumption and high shareability, aligning with the behaviour of online audiences. The campaign also demonstrates how brands are increasingly using multiple celebrities within a single narrative to create layered engagement and broaden appeal.
Overall, the initiative highlights the role of humour-led storytelling in travel marketing, where brands are seeking to differentiate through personality and entertainment while reinforcing core value propositions.
