Accor Unveils "Hospitality is a Work of Heart" Initiative

Accor Unveils "Hospitality is a Work of Heart" Initiative to Revitalize Hospitality Talent Culture

By Nithyakala Neelakandan

Published on April 10, 2024

In a bid to rejuvenate the hospitality sector and reinforce its commitment to its workforce, Accor, a leading global hospitality group, has launched its new Employee Value Proposition (EVP) – "Hospitality is a Work of Heart." This initiative aims to highlight the essence of heartfelt experiences and the artistry of hospitality, while addressing the evolving landscape of talent expectations within the industry.

The pandemic-induced challenges have significantly impacted the hospitality talent pool, emphasizing the need for transparency, authenticity, and purpose-driven work environments. Accor recognizes these shifting dynamics and endeavors to showcase the distinct strengths of the sector while acknowledging its challenges transparently.

Accor's EVP is centered around its people, acknowledging them as the heart of the organization. With over 330,000 Heartists® working across its vast network spanning 110 countries and 45+ brands, Accor fosters a culture of empowerment, celebrating diversity, creativity, and individuality. The company's internal network, RiiSE, promotes gender equality and diversity, offering mentoring opportunities and striving for increased female representation in leadership roles.

The EVP’s four core pillars encapsulate the unique benefits of working with Accor:

Be All You Are: Celebrates the diverse and inclusive culture, promoting autonomy and individuality within the workforce.

Grow & Create Your Path: Reflects Accor's commitment to learning and development, offering training programs and career advancement opportunities.

Work with Purpose: Highlights the opportunity for Heartists® to create memorable experiences for guests while making a positive impact on sustainability and social issues.

Enjoy & Feel Valued: Recognizes and appreciates the dedication of Accor's workforce, fostering a culture of feedback and continuous improvement.

Steven Daines, Chief Talent & Culture Officer at Accor, expressed pride in unveiling the new EVP, emphasizing the industry's unique ability to create career opportunities and inspire passion. He underscored the significance of working in hospitality as more than just a job but as an opportunity to embark on a journey of the heart.

Accor's “Hospitality is a Work of Heart” initiative aims to attract and retain top talent while reaffirming its commitment to ethical business practices, sustainability, and diversity. As a global leader in hospitality, Accor continues to innovate and evolve, shaping the future of the industry with its heartfelt approach to hospitality.

About Accor

Accor is a world-leading hospitality group offering experiences across more than 110 countries in over 5,500 properties, including hotels, food & beverage venues, wellness facilities, and flexible workspaces. With a diverse portfolio of over 45 hotel brands and a commitment to responsible tourism, sustainable development, and diversity & inclusion, Accor is dedicated to creating positive impacts in communities worldwide. Founded in 1967, Accor SA is headquartered in France and listed on Euronext Paris and the OTC Market in the United States. For more information, visit www.group.accor.com or follow Accor on social media platforms.

Coolberg’s ‘No Rules, Just Cool’ Campaign Speaks Gen Z’s Language

By Nishang Narayan

Published on April 18, 2025

Coolberg, India’s leading non-alcoholic beer brand, has just dropped a campaign that’s as fearless and refreshing as its drinks. Titled “No Rules, Just Cool,” the campaign celebrates individuality, quirk, and the spirit of doing your own thing—just the way Gen Z likes it.

In a world shaped by social filters and rulebooks, Coolberg throws the script out the window. The campaign is more than just a marketing push—it’s a mindset. From bold relationship advice to powerful messaging around authenticity, it encourages people to be unapologetically themselves. Because for Coolberg, cool isn’t about fitting in—it’s about standing out.

Rolling out across platforms like Snapchat, Spotify, Meta, and top OTT channels, the campaign connects with young audiences where they are. And the message is clear: “The best rebounds aren’t people. They’re mindset shifts.”

“Coolberg is the ultimate drink for Gen Z as it's fun, inclusive and unique,” says Shubham Shukla, Head – Marketing at Ghodawat Consumer Limited. “With No Rules, Just Cool, we aim to align with Gen Z’s mindset—a generation that thrives on authenticity, individuality, and freedom of expression. We’re not just selling a beverage; we’re building a culture.”

Coolberg’s journey has been nothing short of dynamic. Acquired in 2022 by Ghodawat Consumer Limited (GCL), a key player in India’s FMCG space, Coolberg quickly scaled up. Today, it's available in over 50,000 retail outlets across 150 cities and exported to 15+ countries. The brand is also served at major fast food chains like KFC, Barbeque Nation, and WoW Momos, and is listed on Blinkit, Zepto, Swiggy Instamart, Flipkart Minutes, and Amazon.

About Ghodawat Consumer Limited (GCL)

GCL, the FMCG arm of Sanjay Ghodawat Group, has been redefining everyday consumption with its wide range of products under the ‘Star’ brand—covering everything from cooking oils and atta to snacks and beverages. Its premium portfolio includes TBH (a real veggie snack brand) and Coolberg.

About Sanjay Ghodawat Group (SGG)

Founded in 1993, SGG is a diversified conglomerate with interests in aviation, education, retail, energy, and more. With over 10,000 employees and 21,000+ students across institutions, SGG continues to impact lives with its innovation-driven approach and commitment to excellence.

PM Modi Inaugurates India’s First Vertical Lift Sea Bridge in Rameswaram

By Nishang Narayan

Published on April 7, 2025

Prime Minister Narendra Modi marked a historic moment on the occasion of Ram Navami by inaugurating India’s first vertical lift sea bridge—the new Pamban Bridge—in Rameswaram, Tamil Nadu. The event was accompanied by the launch of the Rameswaram–Tambaram Express, a new train service enhancing connectivity between the temple town and Chennai.

Built at a cost of over ₹550 crore, the 2.08-kilometre-long bridge connects Rameswaram Island to mainland India and features a 72.5-metre vertical lift span that can rise up to 17 metres, allowing ships to pass smoothly without disrupting train movement. Designed by Rail Vikas Nigam Limited (RVNL), this modern engineering marvel replaces the iconic British-era Pamban Bridge, which served pilgrims and traders for over a century since 1914.

The new structure incorporates advanced materials like stainless steel reinforcements, high-grade protective coatings, and fully welded joints, making it highly durable and corrosion-resistant. Capable of handling speeds up to 80 kmph, the bridge is designed for a 100-year lifespan and supports dual rail tracks for future traffic needs.

PM Modi also flagged off a Coast Guard ship that sailed beneath the elevated span during the event, showcasing the bridge's sea-lift functionality. Visuals of the first train crossing the newly inaugurated bridge added to the symbolic significance of the day, as the event coincided with the “Surya Tilak” celebration in Ayodhya—an alignment the Prime Minister referred to as a “divine coincidence.”

Notable dignitaries present at the ceremony included Union Minister Ashwini Vaishnaw, Tamil Nadu Governor RN Ravi, and state Finance Minister Thangam Thennarasu. The absence of Chief Minister MK Stalin was noted. PM Modi had just returned from a three-day visit to Sri Lanka and received a warm welcome from local leaders, including Union Minister L Murugan and BJP Tamil Nadu chief K Annamalai.

With improved connectivity and a future-ready design, the new Pamban Bridge is poised to become a key gateway to South India's spiritual tourism circuit, while also strengthening regional infrastructure.

Kadak Surve – Chai Bhari: Society Tea Unveils Power-Packed Ad Film Featuring Riteish Deshmukh

By Nishang Narayan

Published on February 26, 2025

Society Tea, a brand deeply rooted in Maharashtra’s tea culture, has launched its latest ad campaign, ‘Kadak Surve – Chai Bhari’, starring Bollywood actor Riteish Deshmukh. The film pays homage to the bold and full-bodied essence of kadak chai, a favorite across the state.

The campaign introduces Riteish Deshmukh as Kadak Surve, a fearless cop who embodies the spirit of kadakness. Shot in Marathi and Hindi, the ad film reflects the deep-rooted love for strong, dust tea in Maharashtra, with high-energy storytelling, dynamic visuals, and a compelling narrative.

A Tribute to Maharashtra’s Love for Chai

"Kadak chai is more than just a beverage—it's an emotion," said Karan Shah, Director, Society Tea. "With ‘Kadak Surve – Chai Bhari,’ we wanted to encapsulate the strength and energy that a cup of our dust tea delivers. Riteish Deshmukh brings this vision to life with his dynamic presence, making this campaign truly bhari!"

The power-packed ad film is now live across Meta and YouTube, inviting chai lovers to experience the boldness of Society Tea’s dust tea.

TVC Credits

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