Breaking the stereotypical image of ads featuring hotel chains, Hyatt India has launched a wedding initiative ‘Perfectly Yours’ along with an ad film. The initiative has been strategically timed with the wedding season so that it gets the maximum attention from the consumers.
Almost every ad film promoting hotels has a similar look and feel. It is usually a showreel of images of happy families, newlyweds, scenes from pool, views from the rooms, shots of drinks and dining experiences. While it has worked well for brands from the category for years, it’s time for hospitality brands to add creative freshness, says Amritesh Bakshi, director of brand and field marketing – India and Southwest Asia, Hyatt India Consultancy.
“As an industry too we have so many stories to narrate. This communication piece is in a way an attempt to push the envelope. Some of the things we communicate in our film is standard practice but the way we have weaved it is a different take. We want to do communication pieces that create chatter and engagement," he adds.
“The modern day couple want convenience, ease, and a nuanced approach from hospitality brands. While they want to be involved in process they also want to be stress free about various other things that matter at a wedding. For instance, food and beverages at Hyatt is a highlight, which is why couples give us the confidence to handle those matters by ourselves. Food at a wedding cannot go wrong," explains Bakshi.
As a former ad man, who worked with agencies like Ogilvy India, Wieden + Kennedy India, Dentsu Marcom India, according Bakshi, working on the other side is a different experience than one would imagine. “First campaigns are always special. It’s becomes even more special if you have set a new creative benchmark for the brand. Working as marketer is different experience all together. It gets better if you from the agency side because then you have world view of things," he concludes.
First Published: Dec 19, 2022, 14:38
Subscribe Now