Club Mahindra
Turned children into travel influencers by building a platform where their stories shaped family holidays.
Client
Club Mahindra
Category
Digital Platform / Content / Community
Objective
To drive Club Mahindra memberships by increasing consideration and preference among families planning holidays.
Insight
Parents plan the trip. Children often decide the destination. Kids are influenced by stories from other kids. This, in turn, shapes parents’ choices. So instead of marketing to parents, we needed to engage children. With Teddy Travelogues, these stories could be created and published—turning participation into pride. Making Club Mahindra a part of the child’s travel story—driving preference and membership.
Idea
We had to flip the communication from talking to parents → to creating with children. Thus, we created Teddy Travelogues—India’s first crowd-sourced travel e-zine for children, by children. It was covered by various leading news channels.
Execution
• Launched Club Mahindra Teddy Travelogues, a kids-led digital e-zine platform for sharing holiday experiences
• Invited children across India to participate across 8 themed categories: 1. My Family Holiday: One family picture captured by the child, 2. Holiday Stories: Travel story written by the child, 3. My Favorite Travel Companion: A special companion captured through the child’s lens, 4. Young Traveler: Solo moments of the child exploring, 5. The Rhyme Journey: A poem about the holiday, written by the child, 6. Why Travel: Thoughts and reflections on travel, by the child, 7. Holidoodle: Drawings and doodles inspired by the holiday, 8. Delicious Diary: Food experiences during the holiday captured and captioned by the child.
• Encouraged submissions across formats—stories, photos, videos, poems, doodles, and more
•Developed scripts translating these into real-life scenarios
• Created a published platform where children became creators of travel inspiration and enabled continuous engagement through user-generated content
• Reinforced the core idea—kids influence travel decisions
It wasn’t just a campaign. It was a platform where children shaped the destination.
Club Mahindra
Turned children into travel influencers by building a platform where their stories shaped family holidays.
Client
Club Mahindra
Category
Digital Platform / Content / Community
Objective
To drive Club Mahindra memberships by increasing consideration and preference among families planning holidays.
Insight
Parents plan the trip. Children often decide the destination. Kids are influenced by stories from other kids. This, in turn, shapes parents’ choices. So instead of marketing to parents, we needed to engage children. With Teddy Travelogues, these stories could be created and published—turning participation into pride. Making Club Mahindra a part of the child’s travel story—driving preference and membership.
Idea
We had to flip the communication from talking to parents → to creating with children. Thus, we created Teddy Travelogues—India’s first crowd-sourced travel e-zine for children, by children. It was covered by various leading news channels.
Execution
• Launched Club Mahindra Teddy Travelogues, a kids-led digital e-zine platform for sharing holiday experiences
• Invited children across India to participate across 8 themed categories: 1. My Family Holiday: One family picture captured by the child, 2. Holiday Stories: Travel story written by the child, 3. My Favorite Travel Companion: A special companion captured through the child’s lens, 4. Young Traveler: Solo moments of the child exploring, 5. The Rhyme Journey: A poem about the holiday, written by the child, 6. Why Travel: Thoughts and reflections on travel, by the child, 7. Holidoodle: Drawings and doodles inspired by the holiday, 8. Delicious Diary: Food experiences during the holiday captured and captioned by the child.
• Encouraged submissions across formats—stories, photos, videos, poems, doodles, and more
•Developed scripts translating these into real-life scenarios
• Created a published platform where children became creators of travel inspiration and enabled continuous engagement through user-generated content
• Reinforced the core idea—kids influence travel decisions
It wasn’t just a campaign. It was a platform where children shaped the destination.
Club Mahindra
Turned children into travel influencers by building a platform where their stories shaped family holidays.
Client
Club Mahindra
Category
Digital Platform / Content / Community
Objective
To drive Club Mahindra memberships by increasing consideration and preference among families planning holidays.
Insight
Parents plan the trip. Children often decide the destination. Kids are influenced by stories from other kids. This, in turn, shapes parents’ choices. So instead of marketing to parents, we needed to engage children. With Teddy Travelogues, these stories could be created and published—turning participation into pride. Making Club Mahindra a part of the child’s travel story—driving preference and membership.
Idea
We had to flip the communication from talking to parents → to creating with children. Thus, we created Teddy Travelogues—India’s first crowd-sourced travel e-zine for children, by children. It was covered by various leading news channels.
Execution
• Launched Club Mahindra Teddy Travelogues, a kids-led digital e-zine platform for sharing holiday experiences
• Invited children across India to participate across 8 themed categories: 1. My Family Holiday: One family picture captured by the child, 2. Holiday Stories: Travel story written by the child, 3. My Favorite Travel Companion: A special companion captured through the child’s lens, 4. Young Traveler: Solo moments of the child exploring, 5. The Rhyme Journey: A poem about the holiday, written by the child, 6. Why Travel: Thoughts and reflections on travel, by the child, 7. Holidoodle: Drawings and doodles inspired by the holiday, 8. Delicious Diary: Food experiences during the holiday captured and captioned by the child.
• Encouraged submissions across formats—stories, photos, videos, poems, doodles, and more
•Developed scripts translating these into real-life scenarios
• Created a published platform where children became creators of travel inspiration and enabled continuous engagement through user-generated content
• Reinforced the core idea—kids influence travel decisions
It wasn’t just a campaign. It was a platform where children shaped the destination.
We didn't come this far, just to come this far.
You don’t need everything figured out.
Just a starting point is enough.
We didn't come this far, just to come this far.
You don’t need everything figured out.
Just a starting point is enough.
We didn't come this far, just to come this far.
You don’t need everything figured out.
Just a starting point is enough.