Klook India launches new campaign spotlighting Indian traveller’s shift beyond the obvious 

Klook India has launched a brand-new campaign film for its summer travel campaign, featuring acclaimed filmmaker and personality Farah Khan alongside Dilip, her personal cook and trusted travel companion.

Set in Singapore, the film brings alive a simple but powerful travel truth: a destination rarely runs out of things to offer, especially when travellers look beyond the obvious.

The campaign film features a series of experiences bookable on Klook, including a stay at Mandai Rainforest Resort, close animal and bird encounters at Mandai Wildlife Reserve, a Royal Albatross tall-ship dinner cruise, a SkyOrb cable car ride, Madame Tussauds, Fireworks by the sea at Wings of Time, a local cooking class at Palate Sensations, and a Singapore Sidecars tour through the city’s heritage neighbourhoods like Katong and Joo Chiat.

At the heart of the campaign is an insight many Indian travellers recognise. Holidays are often planned carefully, but still end up following the same familiar routes, recommendations, and itineraries. With this campaign, Klook India encourages travellers to make room for experiences that are planned and spontaneous, iconic and local, expected and unexpected, all in one place. The film is part of Klook India’s digital-first campaign and is housed on the brand’s Instagram and YouTube channels.

“As Indian travellers become more confident, they are no longer looking at holidays as a list of places to tick off. They want experiences that feel personal, flexible, and worth remembering,” says Shivam Tyagi, Marketing Lead, Klook India & Middle East.

“Farah and Dilip capture both sides of that journey beautifully. One brings familiarity, the other brings fresh wonder, and together they show that even a destination you think you know can still have so much more to offer,” he added.

Klook Travel Pulse Study

The campaign film underlines insights from Klook’s latest Travel Pulse Study, which reveals that Indian travellers, especially Gen Z and Millennials, are rethinking what makes a holiday meaningful.

Klook’s latest Travel Pulse Study shows that Indian travellers, especially Gen Z and Millennials, are rethinking what makes a holiday meaningful. The big shift: travellers want fewer rushed itineraries and more experiences that help them feel connected to the places they visit.

Key Insights Include:

● Local culture is driving deeper travel. A deeper feel for local culture and lifestyle is now a leading reason for Indian travellers to spend more time and money on holidays.

● Tours, activities, and classes are gaining priority. 37.5% of Gen Z travellers and 47.4% of Millennials want to make more time for these experiences while travelling.

● Travellers want to go beyond tourist routes.30.7% of Gen Z travellers and 35.5% of Millennials say they want to explore neighbourhoods and areas tourists often miss.

● Flexibility matters more than fixed plans. Indian travellers are increasingly discovering activities while already at the destination, making spontaneous decisions on the go, and seeking local recommendations after they arrive.

● The obvious checklist is losing its hold. Nearly 2 in 5 Indian travellers now regularly seek out lesser-known alternatives in addition to popular tourist spots, with Gen Z leading the way.

● Millennials want to travel deeper, not faster. Nearly 1 in 2 Millennial Indian travellers say they would rather spend longer in fewer places to truly connect with local culture.

● Slow travel is having a moment. Across Gen Z and Millennials, roughly 2 in 5 travellers say they want to relax without feeling rushed, making unhurried travel more appealing than packed itineraries.

● Responsible travel is now a priority. More than half of Gen Z and Millennial Indian travellers say high animal welfare standards are essential when choosing wildlife experiences. Eco-tours and nature conservation experiences are also actively sought out.

● For the 1 in 4 who revisit the same cities, the question is no longer “Have I been here before?” but “Am I getting more out of it this time?”

“These insights show that Indian travellers are asking a different question now,” adds Tyagi. “It is no longer just, ‘What should I see?’ It is, ‘What else can I experience here?’ That is exactly where Klook comes in, helping travellers discover more joy, more flexibility, and more meaningful moments wherever they go,” he concludes.