India — Pickyourtrail has released its first advertising campaign, created in partnership with Early.Partners and Talented, highlighting a shift in traveller behaviour and the company’s focus on fully tailored holiday experiences.
The campaign features two films showcasing “tailor-made” holidays for families and couples. The ads will run across digital platforms and connected TV from December to April, targeting key holiday-planning periods. The project marks the first collaboration between two companies within the Talented Grid.
According to Early’s consumer research, a growing number of leisure travellers are moving away from standardised packages and fixed itineraries. While they want greater control over their trips, many lack the time or capacity to plan every detail themselves. With this, Pickyourtrail positions its tech-and-touch model as a response to this demand, offering customised holidays designed to meet varied preferences and budgets.
Early’s brief also emphasised the need to communicate both the appeal of personalisation and the accessibility of the service. Talented developed the creative approach, using the idea of “tailouring the holiday” as a device to demonstrate customisation. The campaign was produced in collaboration with Bushra Shariff and director Shivang Monga, featuring a tailoring shop setting reimagined in the visual world of travel.
Pickyourtrail co-founder and CEO Hari Ganapathy said, “This is a milestone moment for Pickyourtrail. India’s international holiday market is exploding, and travellers now want holidays that match their tastes and fit with their budgets. Our first-ever brand campaign celebrates exactly that: how customisation has helped us create sooper hit holidays for thousands of families and couples. After planning 1,50,000+ such holidays across every budget, and earning some of the best NPS scores in the industry, we felt it was the right time to share our story with the world.”
Moreover, founder of Early and fractional CMO at Pickyourtrail, Meghana Bhat, added, “The very purpose of starting Early was to work with young brands and help them unlock the next stage of growth through marketing. With Pickyourtrail, we realised that the brand was already doing an amazing job of creating customised holidays, and the world needed to know. Partnering closely with the brand to shape and bring this story alive through these films has been incredibly rewarding.”
Talented’s brand strategist Angelina Kurian and director Shivang Monga also commented, “We wanted Pickyourtrail’s first campaign to stand out against established players. So, bringing alive the concept of ‘tailor made holidays’ to show customisation, boasts the brand’s expertise. The challenge: turning that idea into small, memorable moments of discovery for the viewer. Props to our props team for the fabrics, measuring tapes, sewn ‘boarding passes’ and even a ‘trial room’ that could mirror the vacation you want. Playful staging and camera movements try to embody the dynamics around holiday planning in families.”
They added, “While legacy brands have big-budget sets & ambassadors, we were going for ‘I see what you did there!’ through art, character choices, and rich metaphorisation of a world unseen in the travel segment.”
