Every April 1st, brands across the globe try their hand at fooling audiences with quirky campaigns—but few have mastered the art like ixigo. The travel-tech company has turned April Fools’ Day into an annual tradition of clever pranks and viral storytelling that keeps travelers both entertained and engaged.
The Origin Story: From Studio Apartment to Stock Market
ixigo was born in 2007, the brainchild of IIT Kanpur alumni Aloke Bajpai and Rajnish Kumar. With prior experience at global travel tech giant Amadeus, the duo saw firsthand how clunky and confusing travel planning could be in India. Determined to change that, they launched ixigo from a small Gurgaon apartment—working without salaries for the first year—to build a platform that simplified travel bookings by aggregating and comparing real-time data from multiple sources.
Their bet paid off. Over the years, ixigo not only grew in popularity but also in profitability. The company raised approximately $64 million across four funding rounds. In June 2024, it debuted on the stock market with an IPO priced at ₹93 per share, raising ₹740 crore. The IPO was a smash hit, being subscribed 98.34 times. Financially, FY24 was a landmark year, with operating revenue jumping 31% to ₹655.9 crore and net profit soaring over 200% to ₹73.1 crore.
But beyond the numbers, what truly distinguishes ixigo is its marketing ingenuity—especially its iconic April Fools’ Day campaigns.
April Fools’ Legends: A Timeline of Travel Pranks
ixigo has created a legacy of elaborate April 1st hoaxes that blur the line between fantasy and reality. Here’s a look at some of their most memorable:
- 2014 – Rick Air: ixigo introduced a luxury rickshaw service featuring plush seating, gourmet meals, and in-rickshaw entertainment—turning the humble auto into a five-star experience.
- 2015 – Loo Finder App: Targeting a universal traveler’s problem, ixigo “launched” an app that could locate public toilets nearby—with filters like Indian or Western style. It was believable enough to gain traction before being revealed as a gag.
- 2016 – Coolie App: This prank promised users the ability to book coolies at railway stations and airports, complete with user ratings, language preferences, and pricing tools. Sounded helpful—too helpful, in fact.
- 2017 – ixigo Glass: A futuristic wearable that used AI, AR, and predictive analytics to enhance travel. It went as far as offering limited pre-orders before revealing the joke.
- 2018 – ixigo Kavach: A smart travel lock that could electrocute thieves trying to steal your luggage. The convincing promo left many wondering if sci-fi had arrived.
- 2019 – Screenshot to Fly Contest: Users had to screenshot a moving plane inside a frame to win flight tickets. The catch? The plane moved too fast—thousands tried, few succeeded.
- 2020 – A Pause for the Pandemic: With global travel halted, ixigo skipped the prank and instead focused on sharing COVID-safe travel tips.
- 2021 – Anti-Turbulence Cushion: Inspired by NASA, cars, and earthquake-proof buildings, this “smart cushion” promised a turbulence-free flight. Over 1,500 people pre-registered before realizing the prank.
- 2022 – Shoes X: A smart sneaker with a USB port, back camera, selfie cam, GPS vibration sensor, and even a Shoe-R code for payments. Outlandish, and hilarious.
- 2023 – bhAI: An AI-powered headset that could summarize meetings, book tickets, and answer interview questions. A perfect mix of satire and tech fantasy.
- 2024 – April Full Refund Sale: Perhaps the most surprising twist yet—a “fake” campaign that turned out to be real. 100 lucky travelers had their flight bookings refunded entirely, proving that sometimes, the joke isn’t a joke.
More Than Just Pranks: A Masterclass in Engagement
ixigo doesn’t just shine on April 1st. Its year-round digital marketing game is just as strong, driven by a keen understanding of platform-specific content and community building.
Instagram: Travel Eye Candy
On Instagram, ixigo curates a vibrant mix of destination photography, bite-sized travel guides, and reels. The brand taps into trending destinations, seasonal tips, and user-generated content, keeping followers both inspired and informed.
X (formerly Twitter): Real-Time Relevance
ixigo’s X strategy focuses on rapid updates and snappy wit. The brand shares weather reports, travel disruptions, and real-time info, often layered with humor and pop culture. Hashtag trends and witty comebacks help them stay top-of-mind.
YouTube: Long-Form Travel Content
From budget travel tips to detailed guides on hidden gems, ixigo’s YouTube channel serves as a travel resource hub. It also uses storytelling to recreate relatable situations—missed trains, airport delays, or spontaneous trips—drawing viewers in emotionally.
Interactive Community Engagement
Contests, polls, Q&As, and meme-driven content form the backbone of ixigo’s interactive strategy. The brand often uses humor to highlight travel pain points, making it highly shareable and relatable.
Influencer and Pop Culture Collaborations
To reach new audiences, ixigo partners with travel influencers and vloggers who showcase how the app enhances their journeys. These collaborations build authenticity and trust.
In the entertainment space, the brand creatively integrates with Bollywood films and web series. These tie-ins extend to themed campaigns, contests, and branded content that marries storytelling with product placement.
OOH & Moment Marketing: Taking it Offline
ixigo has also made its mark with creative Out-of-Home (OOH) campaigns. One standout was the #CancelBefikar campaign, promoting free flight cancellations via the ‘ixigo assured’ service. Billboard slogans like ‘Apna refund aayega!’, ‘Hum refund de chuke sanam’, and ‘Kabhi booking, kabhi refund’ used Bollywood puns to generate buzz and relatability.
A Brand That Travels Far—With Its Audience
By combining technology, creativity, and humor, ixigo has transformed itself from a travel comparison site into a brand that truly connects with Indian travelers. Its annual April Fools’ Day campaigns, innovative content strategies, and community-first approach show that great branding doesn’t just sell—it entertains, informs, and builds lasting relationships.
As travel continues to evolve, ixigo’s blend of functionality and fun ensures it remains a beloved companion for modern explorers.
