Amritesh Bakshi speaks about the making of Hyatt India's latest ad campaign 'Perfectly Yours' and how it communicates with a modern-day couple
Conceptualised by Animal Advertising, Hyatt India's new commercial showcases how each staff at Hyatt puts themselves in the couples’ shoes to ensure that everything is perfect for their guests on their big day. Image: Stills from Hyatt ad
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.
Conceptualized by Animal Advertising, the commercial showcases how each staff at Hyatt puts themselves in the couples’ shoes to ensure that everything is perfect for their guests on their big day. From checking the pressure of the air blower that provides the perfect lift to the bride’s dupatta, the ideal texture of haldi, or making sure the laddoos are the ideal size. The campaign demonstrates how the brand pays attention to little details. Bakshi, a former ad man, told Storyboard18 that he kept the brief simple for his agency partner.
“Sometimes the simplest briefs can be difficult to slice down. We wanted to come up with answers to how we as a brand can communicate to the modern-day couple along with showing our expertise. We did an extensive internal survey to understand what really has changed culturally about weddings over the years. The responses were interesting,” he says.