Ascott Upgrades ASR to Expand Membership Base

Ascott Enhances Ascott Star Rewards to Reach 15 Million Members by 2028

By Manu Vardhan Kannan

Published on April 3, 2025

The Ascott Limited (Ascott), a wholly owned subsidiary of CapitaLand Investment (CLI), is marking the sixth anniversary of its Ascott Star Rewards (ASR) loyalty programme with a host of upgrades aimed at enriching member experiences. With over five million members currently enrolled, the company is setting its sights on reaching at least 15 million members by 2028.

To support this ambitious growth, Ascott is introducing several digital enhancements, including an upgraded ASR mobile app with a refined user interface, faster navigation, and AI-driven personalised recommendations. The app will also streamline the booking process, cutting the steps required in half. Additionally, the GenAI-powered chatbot, Cubby, on the ASR website discoverasr.com, will now facilitate direct bookings with tailored property suggestions.

ASR members play a key role in Ascott's business, contributing to over 90% of the brand’s website and app bookings in 2024. Compared to non-members, they spent 55% more on stays, driving ASR-generated revenue up by 30%. The company’s digital expansion continues with the ASR website now supporting 11 languages and integrating payment options like WeChat and Alipay, catering to its global clientele.

Ms Tan Bee Leng, Chief Commercial Officer, Ascott said: "To achieve our target of more than 15 million members by 2028, Ascott is making significant enhancements to our mobile app and website, to enable our loyalty programme, Ascott Star Rewards (ASR), to be seamlessly integrated into the digital journey. Tapping into the power of AI, Ascott is harnessing technology as a driver of efficiency, personalisation, and seamless customer engagement, as part of our tech-forward hospitality journey. This enhanced digital presence is complemented by our commercial strategy which focuses on offering compelling deals, benefits and exclusive experiences to ASR members. It also underscores ASR's role in driving direct bookings for Ascott properties, reducing our reliance on online travel agencies. ASR members tend to book more frequently, hence contributing to higher profitability for property owners while delivering richer data insights for Ascott to enhance guest experiences and brand loyalty."

She further added "Looking ahead, Ascott will be stepping up our loyalty engagement with corporate accounts, to create compelling ASR offerings for business travellers as well as the companies they represent. We are also broadening the ASR ecosystem with more strategic partnerships such as airlines and airports, to reward members with more perks to enrich their stay experiences with Ascott. In line with ASR's brand promise to Stay Rewarded, we remain focused on deepening connections with our members to deliver them the best experiences while supporting the long-term profitability of Ascott's business,"

Beyond traditional rewards, Ascott is curating premium experiences for its members. ASR will offer exclusive access to events such as the French Open in Paris and Chelsea Football Club’s Famous CFC event in Bangkok. Through its Ascott Privilege Signatures series, members have already enjoyed VIP access to Wimbledon and the Singapore Night Race. These partnerships highlight ASR’s shift from a standard points-based programme to a holistic lifestyle and travel experience.

Looking ahead, Ascott plans to enhance corporate engagement by introducing ASR benefits tailored for business travellers and their companies. It is also expanding collaborations with airlines and travel brands to offer perks such as Priority Airport Lounge access and frequent flyer miles.

In celebration of ASR’s sixth anniversary, members can earn 24,000 bonus points for bookings made between April 1 and May 31, 2025, along with complimentary airport lounge passes. This special offer is limited to the first 300 bookings through the ASR mobile app or website.

With a focus on seamless technology, curated rewards, and strategic growth, Ascott continues to strengthen its position as a leader in the global hospitality industry.

HRAWI Celebrated Platinum Jubilee at 20th Regional Convention, Honours Hospitality Pioneers

By Hariharan U

Published on October 22, 2025

The Hotel and Restaurant Association (Western India) – HRAWI commemorated its Platinum Jubilee with a landmark awards ceremony at its 20th Regional Convention, celebrating 75 years of leadership and service to the hospitality industry.

The evening was graced by actor Boman Irani, who felicitated all past presidents of HRAWI for their enduring contributions. Dr Shashi Tharoor, Member of Parliament and Chairman of the Parliamentary Standing Committee on External Affairs, presented Lifetime Achievement Awards to Dr Ajit B Kerkar, President of Honour, and Vivek Nair, Member of Honour, recognising their exceptional contributions to Indian hospitality. As Dr Kerkar was unable to attend, Jimmy Shaw, President of HRAWI, accepted the award on his behalf.

“Seventy-five years is a remarkable journey. Each of these leaders has carried forward the legacy of Indian hospitality, setting benchmarks of excellence and resilience. It is a privilege to celebrate their contributions to the industry and to the Association,” said Boman Irani, reflecting on his early career as a waiter at The Taj Mahal Palace, Mumbai.

Dr Shashi Tharoor, delivering the keynote address, lauded HRAWI’s legacy and emphasised the wider role of hospitality in national development. Describing tourism and hospitality as “mirrors of a nation’s soul,” he highlighted the need to advance India’s Viksit Bharat 2047 vision through three pillars: Image, Infrastructure, and Immigration.

“This evening isn’t just about honouring the leaders and pioneers who have shaped our Association; it’s about celebrating seventy-five years of an industry that has built careers, created opportunities, and welcomed the world with open arms,” said Jimmy Shaw.

Founded under the leadership of the late JRD Tata, HRAWI has grown into one of India’s most influential voices for the hospitality sector. The Platinum Jubilee ceremony honoured stalwarts including the late AP Sabavala, Rustom Masani, DRD Tata, Maneck S Shaw, and many others who have contributed to shaping Western India’s hotel and restaurant landscape.

Over the decades, HRAWI has played a defining role in policy advocacy, skill development, sustainability initiatives, and industry growth, serving stakeholders across Maharashtra, Gujarat, Madhya Pradesh, Chhattisgarh, Goa, and the Union Territories of Dadra & Nagar Haveli and Daman & Diu. The Platinum Jubilee celebration not only paid tribute to its illustrious past but also reaffirmed HRAWI’s commitment to shaping the future of Indian hospitality.

If you want, I can also draft a shorter version optimized for social media or a press release snippet to highlight the awards and key personalities from the event.

Sting Brings Its New “Energy Ka Bas Ek King” Proposition With Lakshya

By Hariharan U

Published on October 22, 2025

Sting®, one of India’s fastest-growing energy drink brands from PepsiCo India, has unveiled its latest campaign film featuring actor Lakshya, known for his dynamic screen presence and youthful charisma. The new film captures the essence of Sting®’s proposition, “Energy ka bas ek king, Sting®.”

The high-energy film opens with Lakshya in the middle of an intense table tennis match against an opponent sipping a generic energy drink, while he chooses Sting®. As the rally heats up, Lakshya’s energy stays unmatched, even as two more players join the opposing side. Unfazed, he takes them on single-handedly, pausing mid-match to casually answer a phone call saying he’s “just practicing,” before sealing his victory in style. The film closes with the tagline: “Energy ka bas ek king, Sting®.”

“Sting isn’t just another energy drink, it’s the king of energy. The new campaign captures Sting’s unbeatable edge in a fun, relatable way. Lakshya brings that energy alive effortlessly, sharp, dynamic, and impossible to miss,” said Sanya Sehgal, Sting Equity Lead, PepsiCo India.

“Being part of this campaign has been an amazing experience. For me, it’s about pushing limits and going all out — exactly what Sting represents. Like I always say, Energy drinks toh bahut hai, par king sirf ek, Sting,” shared Lakshya.

“Our goal was to show how real energy lets you own the moment. The table tennis match became the perfect metaphor for that unstoppable Sting spirit , bold, witty, and always one step ahead,” added Saarthak Dutt, Executive Creative Director, Leo India.

Uday Singh Gauri, CEO, Dharma Cornerstone Agency, commented, “Sting and Lakshya are a natural fit, both embody high-voltage energy and a fearless attitude.”

The campaign will run across TV, digital, and social platforms, aiming to connect with audiences who seek energy that fuels their ambition and full-charge lifestyle.

Disclaimer: PepsiCo India claim as per NIQ retail index data for period MAT July ‘25 for the India market in energy drinks segment of soft drinks category.

About PepsiCo:

PepsiCo products are enjoyed by consumers more than one billion times a day in over 200 countries and territories. In 2024, PepsiCo generated nearly $92 billion in net revenue, driven by iconic brands such as Lay’s®, Doritos®, Gatorade®, Pepsi-Cola®, Mountain Dew®, and Quaker®. Guided by its pep+ (PepsiCo Positive) strategy, the company continues to drive growth with sustainability and human capital at its core.

Credits: The campaign was conceptualized and executed by Leo India, under the leadership of Rajdeepak Das, Chairman, Leo South Asia & CCO, Publicis Groupe South Asia, and Amitesh Rao, Chief Executive Officer, Leo South Asia. The creative team included Vikram Pandey, Co-Chief Creative Officer; Jaikrit Singh, Managing Partner; Sakshi Chawla, Associate Vice President; Saarthak Dutt, Executive Creative Director; Hardik Trivedi, Associate Executive Creative Director; Siddharth Menon, Senior Creative Director; Naman Gera, Brand Services Director; Supriya Jain, Associate Creative Director; Urvashi Sharma, Copywriter; Manasvi Pandit, Art Director; and Arpita Vatsa, Brand Services Associate.

Unox India Partners with Learn for Life to Empower Youth Through “Baking a Better Tomorrow”

By Hariharan U

Published on October 22, 2025

Unox, the globally renowned Italian brand known for its professional ovens and smart cooking technology, has launched its first Corporate Social Responsibility (CSR) initiative in India in partnership with Learn for Life, an NGO focused on empowering underprivileged youth through education and skill-building.

Titled “Baking a Better Tomorrow,” the initiative kicked off with an engaging baking workshop at the Unox Experience Centre in Gurgaon, where 30 students from various Delhi-based NGOs associated with Learn for Life participated. The session offered them an opportunity to explore the world of professional baking and learn practical skills using the same cutting-edge Unox ovens used by top cafés, bakeries, and hotels around the world.

The Experience Centre was transformed into a learning space where participants were guided by Unox chefs, gaining hands-on exposure to modern kitchen technology. The goal was to boost their confidence, inspire curiosity, and equip them with employable skills for the fast-evolving food and hospitality industry.

“On World Food Day, our focus was simple — convert access to equipment into access to opportunity,” said Vikram Goel, Regional Director, Unox India & SEA. “By teaching practical skills on the same technology used by industry professionals, we want to help young people imagine and prepare for careers in modern kitchens.”

The event also welcomed Mr. Davide Colombo, Deputy Head of the Economic and Innovation Department at the Embassy of Italy in New Delhi, as Chief Guest.

“It is inspiring to see an Italian company in India combine innovation and education to empower youth,” said Mr. Colombo. “This initiative shows how technology and skill development can together create meaningful opportunities for future generations.”

Representing Learn for Life, Michael and Nicole, Programme Leads, shared, “This partnership was not about handouts but about empowerment. For our participants, this workshop was a chance to learn, to create, and to take their first step toward building sustainable futures in the baking and hospitality industry.”

The workshop marks the beginning of Unox India’s long-term CSR vision, Baking a Better Tomorrow, a commitment to nurturing skills, promoting employability, and driving social impact through education, innovation, and technology.

About Unox

Founded in Padua, Italy, in 1990, Unox designs, manufactures, and markets professional ovens for the foodservice, retail, pastry, and bakery sectors. With over 9,600 units sold worldwide and operations in 44 countries, Unox leads the industry in ENERGY STAR®-certified ovens and smart cooking technology. Its Data Driven Cooking (DDC) platform, powered by IoT and AI, helps businesses optimise performance and sustainability.

About Learn for Life

The Learn for Life Empowerment Project supports underprivileged communities through education and vocational training in bakery, hospitality, tailoring, and tourism. Based in Varanasi and Delhi, the organisation connects classroom learning to sustainable employment, ensuring a path to long-term independence for its beneficiaries.

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Ascott Enhances Ascott Star Rewards to Reach 15 Million Members by 2028

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HRAWI Celebrated Platinum Jubilee at 20th Regional Convention, Honours Hospitality Pioneers

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Unox India Partners with Learn for Life to Empower Youth Through “Baking a Better Tomorrow”

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