ixigo TARA Campaign Urges Travellers to Break Away
CE DESK 
ixigo has launched a new TARA campaign that turns holiday crowds into sheep to show how travellers often follow popular destinations instead of choosing trips based on personal interests.
The film opens on a busy beach filled with sheep-headed holidaymakers. Everyone appears to be moving towards the same place. Crowded shorelines, packed cafés and similar holiday experiences highlight the idea of “following the herd”.
The story changes when one traveller opens the ixigo app and starts interacting with TARA, the company’s AI travel assistant. TARA helps him explore a quieter seaside location that better matches his preferences. As he moves away from the crowd, his sheep-like appearance changes back into a human form.
The film ends with the message, “Don’t follow the herd.” The campaign uses humour and a simple visual metaphor to make a familiar travel habit easy to understand. It also positions TARA as a tool for AI-assisted travel discovery rather than only a booking service.
TARA can help users explore destinations, attractions, hotels, stays and experiences through conversational interactions. Travellers can describe the type of trip they want, such as a peaceful beach break, a short cultural escape or an unusual destination. The assistant then helps them discover options beyond the most common choices.
Ameya Velankar, Group SVP Marketing & PR, ixigo, said, “We have all had moments when we have picked a holiday destination simply because everyone else seems to be going there. With this film, we wanted to bring that behaviour to life in a playful, instantly recognisable way. The sheep are a humorous reminder of how often we let the crowd shape our choices. TARA opens up the possibility of starting with what you actually want from a trip. Whether that is a quieter escape or somewhere you had never considered, the idea is to help you discover a holiday that feels like your own.”
The campaign strengthens ixigo’s positioning as an AI-native travel platform. It connects creative storytelling with personalised travel planning and encourages users to make more individual travel choices.
