MUMBAI, INDIA – Pickyourtrail’s first-ever brand campaign with Early.Partners and Talented marks a major shift in how travellers experience and imagine holiday planning. Early’s extensive consumer work revealed a rapidly expanding segment of leisure travellers moving away from standard packages and fixed itineraries. Today’s travellers want more control—yet often lack the time and energy to design trips themselves.
This is where Pickyourtrail, with its tech+touch model, steps in. The brand creates and executes fully customised holidays at scale, catering to a vast range of preferences and budgets—an offering that sparked a fresh and unexpected creative approach to showcasing the delight of customisation.
Early’s strategic brief emphasised demonstrating both the joy and accessibility of Pickyourtrail’s model. Talented then spotted a playful opportunity: using the concept of tailoring the holiday as a creative device. Working with Producer Bushra Shariff and Director Shivang Monga, the team brought the idea to life through a charming “tailoring shop” set within a visually rich world of travel—highlighting customisation with cinematic detail.
Co-founder and CEO of Pickyourtrail, Hari Ganpathy 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.”
Founder of Early and fractional CMO at Pickyourtrail, Meghana Bhat adds, “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 Strategy lead Angelina Kurian and Director Shivang Monga further explain the creative ambition: “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. While legacy brands have big-budget sets & ambassadors, we were going for ‘I see what you did there!’ through art, character choices, and rich metaphorization of a world unseen in the travel segment.”
The ad films feature “tailor made” holidays for both families and couples, spotlighting the personalised touch Pickyourtrail is known for. Arriving just in time for winter and summer travel planning from December to April, the films will appear across digital platforms and CTV. The campaign also marks the first collaboration between two companies within the Talented Grid.
