Klook India has rolled out a digital-first summer campaign featuring filmmaker Farah Khan alongside her long-time chef and travel companion, Dilip. Set in Singapore, the campaign follows the contrast between a seasoned traveller revisiting a familiar destination and a first-time visitor discovering it without preconceptions.
Campaign rooted in virgin experience
The rollout includes a trailer, short-form episodes and a longer brand film across digital platforms. The campaign is rooted in Klook's Travel Pulse Study, which suggests Indian travellers are increasingly seeking local, lesser-known experiences alongside mainstream attractions and are spending longer in fewer destinations to engage more deeply with local culture.
Selling travel experience in known territories
The interesting shift isn't the celebrity casting. It's the repositioning of the travel platform itself.
Travel marketing has traditionally sold destinations. Klook is attempting to sell discovery within destinations people already think they know. By pairing Farah Khan's familiarity with Dilip's curiosity, the brand creates a simple storytelling device that reflects a broader consumer behaviour: travellers influenced by algorithms are now looking for experiences that feel less algorithmic.
For marketers, this signals another evolution in travel advertising. Instead of competing over bucket-list locations, platforms are increasingly competing over the quality of in-destination experiences, spontaneity and personalisation.
This also aligns neatly with Klook's core business of bookable experiences rather than flights or hotels.
The last word
As travel categories mature, the competitive advantage may no longer be convincing consumers where to go, but giving them a reason to see the same place differently.