Cleartrip, a Flipkart company, has rolled out a campaign for the fourth edition of its flagship summer sale, #NationOnVacation (NoVac).

The campaign consists of an ad film. Set in a school classroom, a group of children playfully call out names, pulling people out of their everyday routines and into vivid travel escapes. In an instant, ordinary moments transform into lounging by a sparkling resort pool or camping under a starlit sky. At its core, the film captures the joy of breaking free, sparked by Cleartrip’s NOVAC sale.

What we think about it:  The film smartly taps into nostalgia, using ‘Chidhiya Udd’ as a playful, culturally rooted device to dramatise the urge to escape everyday monotony. That said, while the idea is charming and relatable, the transition from emotional storytelling to a clear sales proposition feels a bit understated, risking the impact of the NoVac offering itself.

Pallavi Saxena, chief marketing and revenue officer, Cleartrip, said, “NoVac is not just a sales event; it is our flagship IP designed to inspire people to travel. The dream of taking a trip is always there, simmering just beneath the surface of our busy lives. We just need a little push to act on it. That’s what our ‘Chidhiya Udd’ campaign is all about. It’s that playful, compelling nudge to stop postponing and finally book the vacation you’ve been daydreaming about. This summer, we‘re creating a real sense of excitement and pairing it with incredible deals that make it easier than ever for people to say ‘yes’ to travel.”

Govind Bansal, head - marketing, Cleartrip, added, “Our creative challenge this year was to elevate NoVac beyond a simple sale and turn it into a genuine cultural moment. We landed on 'Chidhiya Udd' because it’s an idea that instantly brings a smile to your face. It’s rooted in a shared, nostalgic memory that beautifully captures that universal feeling of wanting to break free from the everyday. We didn’t just want to announce deals; we wanted to create a feeling, and this campaign allows us to connect with our audience in a way that’s both fun and deeply relatable.”

Shikha Gupta, independent creative director, said, “There is no better way to escape the banalities of life than through travel. With this film, we wanted to bring alive that sense of joy, made even more compelling by a sale. The game of Chidiya Udd in the backdrop added a childlike playfulness to the film, which - we’d like to believe - is what summer holidays are all about."