Thomas Cook India Teams Up with Cricket Star Ashwin and Actor Vikrant Massey for Unique Holiday Campaign

Friday, March 22, 2024

Thomas Cook (India) Limited, a premier omni-channel travel services firm in India, has partnered with renowned cricketer Ravichandran Ashwin and acclaimed actor Vikrant Massey. This collaboration is set to elevate Thomas Cook’s reputation as the top choice for holiday experiences that turn into memorable stories for its clients, while also emphasizing the brand’s commitment to quality. The choice of Ashwin and Vikrant is strategic, tapping into their strong appeal among fans of cricket and cinema, thereby enhancing the brand’s credibility through these beloved figures.

As domestic tourism gains momentum and shows significant growth for Thomas Cook, this partnership kicks off with a campaign highlighting the rich, colorful mosaic of Indian travel opportunities, with Ashwin and Vikrant serving as the “narrators.” Each of the campaign’s two videos articulates Thomas Cook’s new brand identity as the architect of unforgettable travel stories, which are the essence of true holidays.

Launching with a four-part digital campaign focused on India Holidays, the initial installment features Ashwin and Vikrant reflecting on their simple vacations from younger days, contrasting those memories with the evolved holiday expectations of today – expectations met by Thomas Cook.

In a subsequent video, they motivate Indians to explore more domestic vacations in addition to their international dream destinations, pointing out the significant improvements in the quality of holidays in India, including top-notch connectivity, accommodations, cuisine, and local experiences.

Through this campaign, Thomas Cook India is poised to capitalize on the burgeoning domestic holiday market, targeting quality-oriented consumers and drawing on its 143-year legacy of leading the industry in quality.

Mr. Abraham Alapatt, President & Group Head – Marketing, Service Quality, Value Added Services & Innovation, Thomas Cook (India) Limited said, “This is a long-term leadership position for Thomas Cook as the market leader, to build a distinctive creative platform with a strong emotive appeal. The campaign idea is based on the undeniable customer insight that well-travelled people are more interesting people – because well curated, quality travel experiences are incredibly enriching and memorable & Thomas Cook as the nation’s leading holiday service provider, ensures that customers have great holidays and therefore, have “Great stories to tell”.

In this age of rising aspirations and social media sharing, the campaign idea is a natural fit to target the younger, quality-conscious holiday customer – who is comfortable paying for the value of top notch services and experiences, rather than cutting corners and compromising.”

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