How ixigo created consumer engagement around Republic Day for its train app

ixigo has been leveraging social media potential in terms of organic reach, quality engagement and precise targeting for its train app. During last Republic day, it launched a campaign, ‘Train mein Hai Ghar Wali Baat’, to celebrate Indian train travel. The video celebrates how Indian Railways unites the country and its people. The voiceover was by Bollywood actor Sanjay Mishra, a huge fan of train journeys himself.

The idea behind the video was to encapsulate the warmth and emotion of Indians with moments and situations that everyone would have experienced on a train trip.

The Videos:

While the campaign’s direct aim was not to increase the app’s installations but engagement with the consumers, the campaign led to a 20% rise in the ixigo app downloads. The video received over 15.7+ million views across YouTube, Facebook and Twitter, with a total reach of 27 million. The video had an engagement of 653,000, across its social media platforms with over 100,000 shares and 400,000 likes on Facebook alone. Within minutes of the launch, the hashtag #ixigoTrainWaliBaat was trending on Twitter. The video was also organically retweeted by the Indian Railways Minister:

सफर जिंदगी का हो या ट्रेन का, दोनो में कुछ है जो एक जैसा है,
हर सफर में कुछ तो घर जैसा एहसास है, हर ट्रेन में कुछ तो घर वाली बात है। pic.twitter.com/BoquB2XCrq

— Piyush Goyal (@PiyushGoyal) January 25, 2018

The ixigo train app caters to everything related to train travel. One can search, check availability, book and manage their trip, all within the same app. The app is available in eight vernacular languages – English, Hindi, Marathi, Gujarati, Bengali, Telugu, Tamil and Kannada, covering over 80% of India’s digital user base.

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