RedBus Promotes Regional Travel With Discover Bharat Sale And Special Offers

Explore India’s Destinations Through Regional Stories And Travel Offers

redBus launched the Discover Bharat Sale, offering bus fares starting at Rs 299 along with discounts of up to 50 per cent on buses, trains and hotels. Aligned with the festive season and extended holiday travel, the sale invites travellers to explore India and experience the country’s diversity firsthand.

The campaign is driven by a region-specific advertising strategy that draws on local languages, cultural nuances and everyday travel moments, mirroring how Indians truly travel. Built on the idea that deeper travel comes from connecting with a place and its people, the initiative features two distinct creative themes showcased through television and digital films.

The campaign will air across leading Hindi, Tamil and Telugu TV channels, supported by a strong digital rollout on platforms including JioHotstar, Instagram Reels and YouTube Shorts, each highlighting different ways of discovering India.

Route 1: Pata Karke Aao

The Pata Karke Aao ad films are set in everyday, familiar environments that reflect how people naturally speak about travel experiences. Each film opens in a real-life setting such as a bus adda beside a tea stall, a vegetable vendor kiosk, a residential society pool, a college hostel ground, or a home setting. Each film comes alive in its native language, Hindi, Telugu, or Tamil, enriched with region-specific expressions and cultural nuances that instantly connect with local audiences.

The narrative moves from a relatable destination moment into the product window, linking the experience to value through the line “sirf Rs 299 mein pata karke aao” or its regional equivalent. Interestingly, the films also use a combination of AI and old school film making, for optimal outcomes. The films use a combination of AI-generated animation backgrounds rendered on giant LED screens live, along with actual human actors for enhanced storytelling and performance. The films showcase how these real travel moments can be unlocked by simply booking a ticket starting at Rs 299, turning aspiration into action. Both the 10-second and 5-second edits follow the same storytelling rhythm and messaging, reinforcing the spirit and promise of the Discover Bharat Sale.

For instance, in one film set at a bus adda beside a tea stall, a man speaks directly to the camera about the taste of Banaras ki malaiyyo, an everyday local insight that instantly evokes the destination. This spontaneous, word-of-mouth style conversation mirrors how Indians naturally talk about places they love. The film then transitions to the redBus product window, establishing the connection that discovering such local experiences begins with the journey itself and inviting viewers to “pata karke aao” with bus tickets starting at Rs 299.

Across the films, individuals speak directly to the camera in a casual, conversational manner, highlighting one specific aspect of a destination such as the taste of Banaras ki malaiyo, the vibe of South Goa, the peace or energy of Haridwar’s Ganga aarti, the celebration of Sankranthi in Godavari, the size of Tirupati’s laddoo prasadam, the energy of Thai Poosam in Thiruchendur, or the weather in Kodaikanal.

Route 2: Bharat Mein Videshi

The Bharat Mein Videshi ad films follow a visual reveal format that draws parallels between international destinations and their Indian counterparts. Catering to redBus’ mobile first audience, these films are created for social media. It relies on the well-known insight into Indians travellers’ fondness for international travel, and turns it around to encourage people to visit destinations in their own country which rival any international destination. Each film opens with a wide shot resembling a well-known global location, with on-screen supers identifying destinations such as Switzerland, Dubai, Scotland, France, or Thailand.

For example, in one film, the opening visuals show a snow-covered landscape marked as Switzerland. As the camera slowly zooms out, an Indian bus is revealed moving along the road, accompanied by the sound of a familiar Indian horn. The destination then flips from Switzerland to Shimla, after which the film cuts to the product window with the Discover Bharat Sale message.

Across the films, similar reveal moments are used, where Indian elements such as Rajasthani folk singers, a local coffee vendor, Dappankuthu dancers, or an Indian photographer interacting with tourists appear within the frame, leading to the transition from the international destination to its Indian counterpart, Jaisalmer, Coorg, Pondicherry, or Bodh Gaya.

Each film concludes with a consistent product window and the voiceover line, “International holiday, right here in India,” followed by the Discover Bharat Sale message highlighting bus travel across India starting at Rs 299. Both the structure and messaging remain uniform across the films.
 
Pallavi Chopra, Chief Marketing Officer, redBus said, “This is a period when people across the country are planning trips, travelling to visit family to celebrate festivals, and making the most of long-weekend breaks. With the Discover Bharat Sale, we’re tapping into this travel momentum to highlight the many experiences India has to offer, especially when seen through local and regional lenses. Our regionification-led approach allows us to reflect travel in a way that feels familiar and authentic, shaped by language, culture, and everyday context. The sale brings together offers across buses, trains, and hotels to support travel plans during this period.”