AbhiBus, ixigo’s bus business, has launched a new brand campaign featuring actor and dancer Prabhu Deva. The campaign centres on the idea of ‘full transparency’ in bus travel bookings and uses a transparent bus as its central visual device to communicate the platform’s proposition.
Created around everyday travel situations, the campaign films show a transparent bus arriving unexpectedly in public spaces, drawing attention from onlookers. The narrative then shifts focus to the broader meaning of transparency in bus travel, highlighting the importance of access to information before booking and customer support after the journey begins.
Through the films, AbhiBus integrates several of its platform features into the storytelling. These include 360° bus photos, the option to differentiate between new and older buses, access to safety checks, and the ‘Abhi Assured’ feature aimed at improving reliability. The campaign also highlights the company’s roadside assistance service, under which passengers can receive an alternate cab in the event of a breakdown.
The creative approach positions transparency not only as visibility into bus details but also as operational accountability during travel disruptions. The recurring campaign line, ‘AbhiBus Full Transparency, journey ellam jolly,’ reinforces the platform’s focus on making journeys more predictable and supported.
Speaking about the campaign, Rohit Sharma, coo, AbhiBus, said, “Transparency is not just about providing information, it’s about building trust. With AbhiBus, users can not only understand their bus before they travel (with the use of AI), but also choose from thousands of buses listed across 650,000 routes. This campaign brings that promise to life.”
Prabhu Deva said, “The idea is simple and relatable. We often don’t know what kind of bus we’re booking. This campaign shows how you can now see everything upfront — from bus age and amenities to a 360° virtual tour before booking.”
The films combine Prabhu Deva’s screen presence with situational humour and familiar travel concerns to create relatable narratives for audiences. The campaign also underscores AbhiBus’ wider positioning around informed travel choices and service assurance.
AbhiBus aggregates ticket inventory from more than 6,200 bus operators, including State Road Transport Corporations, across over 650,000 routes in India. The platform enables users to compare fares, check amenities, access live tracking, and use cancellation protection features.
Owned and operated by ixigo, formally known as Le Travenues Technology Limited, AbhiBus forms part of the company’s wider OTA ecosystem, which also includes ixigo and ConfirmTkt. According to the company, ixigo recorded more than 54 crore annual active users in FY25 across its train, flight, bus and hotel booking platforms.
