‘Chidhiya Udd’-themed film aims to turn travel intent into action with nostalgic storytelling
Cleartrip has rolled out its latest ‘Nation on Vacation’ (NoVac) campaign, leveraging nostalgia and storytelling to encourage travellers to break out of routine and plan summer getaways.
Part of the fourth edition of its flagship summer sale, the campaign centres on a film inspired by the childhood game ‘Chidhiya Udd’. The narrative reimagines the game with a whimsical twist, where children magically transport adults from mundane daily routines into scenic holiday settings—ranging from luxury resort pools to starlit camping sites.
Owned by Flipkart, Cleartrip is positioning NoVac as more than a promotional event, aiming to build it into a cultural trigger for travel decisions. The campaign seeks to convert passive travel intent into active bookings by combining emotional storytelling with attractive offers.
Pallavi Saxena, Chief Marketing and Revenue Officer at Cleartrip, said the initiative is designed to nudge consumers to act on long-pending travel plans. “The dream of taking a trip is always there, simmering beneath our busy lives. This campaign is that playful push to stop postponing and finally book a vacation,” she noted.
Echoing this, Govind Bansal, Head of Marketing, said the creative approach was aimed at elevating the sale into a broader cultural moment. By drawing on a shared nostalgic memory, the campaign seeks to create a deeper emotional connection with audiences while reinforcing the appeal of travel as an escape from routine.
Independent Creative Director Shikha Gupta added that the film captures the joy and playfulness associated with summer holidays, aligning the campaign’s tone with the spirit of leisure and exploration.
The NoVac sale is currently live across Cleartrip’s app and website, offering deals on flights and hotels. The campaign is being amplified through digital and social media platforms, targeting a wide base of travellers ahead of the peak summer season.
Launched in 2006 and acquired by Flipkart in 2021, Cleartrip has emerged as one of India’s fastest-growing online travel agencies (OTAs), ranking among the top players in the segment. With initiatives such as NoVac, the company continues to focus on driving engagement and expanding its user base through differentiated, experience-led marketing strategies.
