RedBus has launched the Discover Bharat Sale, a multi-platform campaign designed to encourage domestic travel by spotlighting local destinations and culturally rooted experiences. The campaign offers bus tickets starting at INR 299, alongside discounts of up to 50% across buses, trains and hotels, timed around festivals and long holiday periods.
At the centre of the campaign is a regionification-led creative approach that draws from everyday conversations, local languages and cultural cues. Rather than positioning travel as aspiration-driven or influencer-led, the campaign reflects how people actually talk about destinations, focusing on lived experiences and word-of-mouth discovery.
The creative idea is executed through two thematic routes, rolled out via television commercials and digital films. The campaign runs across major Hindi, Tamil and Telugu television channels, supported by digital distribution on JioHotstar, Instagram Reels and YouTube Shorts.
One of the key creative routes, titled ‘Pata Karke Aao’ (Go, find out), places the narrative in familiar, everyday settings such as bus addas near tea stalls, vegetable vendor kiosks, residential society pools, college hostel grounds and homes. Each film is produced in the native language of its setting and uses region-specific expressions to establish immediate relatability.
The films transition from a destination insight to the redBus product proposition, linking experience with affordability through the line ‘Sirf INR 299 mein pata karke aao’, (Go, find out in just INR 299) or its regional equivalent. The storytelling is designed to move seamlessly from observation to action, positioning travel as accessible rather than aspirational.
The campaign uses a hybrid production approach, combining AI-generated animated backgrounds rendered on large LED screens with live-action performances by human actors. This technique allows for visual flexibility while retaining naturalistic performances and conversational delivery.
Across the films, individuals speak directly to the camera, highlighting one defining element of a destination. These include references to Banaras ki malaiyyo, the atmosphere of South Goa, the Ganga aarti in Haridwar, Sankranthi celebrations in Godavari, the size of Tirupati’s laddoo prasadam, Thai Poosam in Thiruchendur and the weather in Kodaikanal. The tone mirrors informal recommendation rather than scripted promotion.
Both 10-second and 5-second edits follow the same narrative rhythm, ensuring consistency across formats and platforms. The repeated structure reinforces the Discover Bharat Sale proposition while allowing for localisation at scale.
By anchoring the campaign in regional nuance and everyday speech, redBus is aligning its marketing with how travel decisions are actually influenced across India. The focus on value-led entry points, cultural familiarity and short-form storytelling reflects a broader shift in travel marketing towards relevance, accessibility and regional resonance.