Sports travel platform DreamSetGo has launched a new campaign featuring comedian and creator Tanmay Bhatt alongside former Indian cricket captain Sourav Ganguly. Built around the popular “Never Have I Ever” conversation format, the campaign shifts away from conventional celebrity endorsement toward personality-driven content designed for digital-native audiences.
The campaign matters because travel marketing in India is increasingly moving from destination-led storytelling to experience-led positioning. In DreamSetGo’s case, the focus is not merely on attending sporting events, but on selling access, fandom and cultural participation around sports tourism.
Celebrity marketing meets creator-led internet culture
The strategic choice of pairing Ganguly with Bhatt reflects a broader advertising trend. Legacy sports credibility combined with internet-native relatability. Ganguly brings authority and recall across cricket audiences, while Bhatt’s conversational style helps the campaign travel naturally across short-form and social platforms. For agencies and marketers, this signals how celebrity advertising formats are evolving. Script-heavy endorsement films are gradually giving way to content structures borrowed from YouTube, podcasts and creator culture. The objective is no longer just visibility, but watchability and shareability.
What this means for the ad industry
Sports tourism remains a niche but growing category in India, especially among affluent urban consumers willing to pay for premium experiences tied to global sporting events. Campaigns like this are attempting to normalise sports travel as a lifestyle purchase rather than a luxury indulgence. Our insight
Brands are increasingly treating creators not as amplifiers for campaigns, but as the format itself.