Ace choreographer-filmmaker Farah Khan hits the headlines for Klook India’s new summer campaign, highlighting spontaneous, “choreographed” travel experiences to inspire more, better-planned vacations. The campaign focuses on moving beyond typical, regret-filled travel by making unforgettable, high-energy memories, marketed under the tagline “She came. She saw. She Klooked!”.
The campaign follows Farah Khan as she returns to Singapore, a destination she has earlier visited, alongside her chef Dilip, visiting the city for the first time. The contrast amid familiarity and first-time discovery forms the narrative of the films.
The campaign reflects a broader shift in how Indian travellers approach holidays. It points to a tendency to revisit destinations but follow similar itineraries, often shaped by recommendations and algorithm-led discovery.
The digital-first rollout begins with a trailer on Instagram, followed by three short-form episodes. A longer brand film is scheduled for release in early May across Instagram and YouTube.
According to Shivam Tyagi, marketing lead, Klook India & Middle East.
“Indian travellers today are more informed and more inspired than ever, yet most holidays still end up looking remarkably similar. The algorithm recommends, the crowd follows, and the holiday becomes a copy of someone else’s experience. We believe the most rewarding journeys begin where the top-ten list ends, and this campaign is our invitation to every traveller to trust their own curiosity,”
Tyagi further adds “Farah brings the eye of someone who has seen the world and still finds wonder in it; and Dilip, the unbridled excitement of someone experiencing it all for the very first time. Together, they capture exactly what Klook stands for: no matter where you are on your travel journey, there is always something new, something unexpected, something that makes you feel alive. This campaign is for every traveller who has ever come home thinking – I wish I’d done more of that.”
According to Klook’s Travel Pulse Study, Indian travellers are increasingly open to exploring activities during their trip rather than pre-planning everything. The study indicates that nearly two in five travellers seek lesser-known options alongside popular attractions, while many prefer spending more time in fewer destinations to engage with local culture.
The campaign positions repeat travel as an opportunity for new experiences, rather than a revisit of standard itineraries.
News Edit KV Raman
