Hilton India Relaunches ‘Wedding Diaries’ with a Fresh Appro

Hilton India Relaunches ‘Wedding Diaries’ with a Fresh Approach

By Nithyakala Neelakandan

Published on August 5, 2024

Hilton India has reimagined its flagship initiative, Wedding Diaries, first introduced in 2021, with a renewed focus on simplifying the wedding planning process. The revamped initiative introduces the concept of a Wedding Ambassador, an expert who serves as a dedicated liaison between the family and the hotel. This role is designed to provide personalized service and manage every detail from the initial consultation to the final celebration, ensuring a seamless and stress-free experience for couples.

To promote the refreshed Wedding Diaries, Hilton has launched a comprehensive digital campaign featuring a new video film shot at Conrad Pune, one of Hilton’s flagship luxury properties in India. The campaign, created by MagicCircle Communications, showcases the playful competition between a bride and groom, emphasizing the role of the Wedding Ambassador in curating surprise elements for the celebrations. The videos, accompanied by an original wedding song, capture the festive spirit and vibrant essence of grand Indian weddings.

Culinary excellence, a key component of Indian weddings, is a major focus of the Wedding Diaries initiative. Hilton has partnered with celebrity chefs to create custom culinary experiences that reflect each couple’s preferences and cultural traditions. Additionally, the brand’s festive gifting concept, Khushiyan by Hilton, now includes a team of expert halwais who prepare premium sweets, offering customizable options that cater to both local and international tastes.

Hilton is also committed to sustainability through its Wedding Diaries offering. Guests can opt for a carbon-neutral event by purchasing carbon offsets in partnership with ClimeCo. The Meet with Purpose initiative allows couples to reduce the environmental impact of their wedding by incorporating sustainable practices, such as using locally sourced ingredients and collaborating with vendors who adhere to strict environmental standards.

Manish Tolani, Hilton’s Vice President and Commercial Director for South Asia, highlighted the importance of this relaunch, stating, “The launch of Wedding Diaries is a pivotal moment for us, underscoring Hilton’s commitment to providing exceptional wedding experiences in the country. Our goal is to simplify the process and deliver a personalized experience that reflects each couple’s unique style and preferences. With Wedding Diaries, we are committed to overseeing every detail to ensure reliability and excellence in execution.”

Gaurangi Mathur, Senior Creative Director at MagicCircle Communications, added, “Our goal with the Wedding Diaries campaign was to capture Hilton’s signature warmth and hospitality, highlighting the meticulous care they offer to families and couples.”

The campaign officially launched on July 31 across major digital platforms. Hilton is also pursuing strategic co-branding partnerships to extend the campaign’s reach and visibility in key markets. As part of its continued investment in India, Hilton plans to roll out additional collaborations with prominent figures from entertainment and sports, further enhancing its Wedding Diaries offering.

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

Sandals Resorts Celebrates the Spirit of the Caribbean with "Made of Caribbean" Campaign

By Nishang Narayan

Published on December 22, 2024

Sandals Resorts International has unveiled a transformative global campaign, "Made of Caribbean," celebrating the soul and vibrancy of the islands. Developed by Leo Burnett, the campaign captures the brand's authentic connection to the Caribbean, weaving together its rich traditions, natural beauty, and welcoming spirit.

Narrated by Sandals Executive Chairman Adam Stewart, the campaign showcases Sandals' commitment to championing the Caribbean's essence. Stewart explains, “The Caribbean connects us all. It’s part of our soul, and we want to share these unique experiences and this joy with the world.”

The campaign's centerpiece is a visually stunning brand film and innovative visuals created with Wolff Olins, introducing a refreshed identity that blends typography, color palettes, and motion graphics. The launch emphasizes Sandals and Beaches Resorts' distinction as pioneers in all-inclusive luxury, offering immersive experiences that go beyond standard vacation packages.

Sandals Resorts' new spot, "Three Things," highlights exclusive adventures and soul-stirring experiences across the islands. Meanwhile, Beaches Resorts’ family-oriented spot, "Memories," directed by Tucker Bliss, captures the wonder of travel through a child’s eyes, celebrating connections across generations.

Expanding across television, print, digital, and out-of-home advertising, the multimillion-dollar campaign will reach audiences worldwide throughout 2025. A key highlight includes a spectacular New Year’s Eve presence in Times Square during the iconic ball drop and strategic video displays in New York City and Chicago.

The evolved brand identity aligns with Sandals’ legacy of showcasing the Caribbean’s vibrancy. Wolff Olins' Thomas Wilder shares, “Through ‘Natural Vibrancy,’ we inspire travelers to embrace the richness of the islands, celebrating tastes, styles, and rhythms unique to the region.”

As the campaign unfolds, Sandals Resorts reaffirms its position as a leader in Caribbean tourism. Stewart concludes, “This is more than a campaign—it’s a celebration of our home and a tribute to the transformative power of the Caribbean.”

For over four decades, Sandals Resorts has been at the forefront of delivering world-class, all-inclusive vacations. With this campaign, the brand invites travelers to connect with the heart of the Caribbean like never before.

Regent Seven Seas Cruises® Launches ‘In Pursuit of Perfection’ Campaign

By Nithyakala Neelakandan

Published on November 17, 2024

Regent Seven Seas Cruises®, a leader in ultra-luxury cruising, has introduced its latest campaign, In Pursuit of Perfection, which offers a unique glimpse into the behind-the-scenes efforts that contribute to its exceptional guest experiences. The campaign highlights the dedication of the team members who ensure every detail, no matter how small, enhances the luxury journey.

“At Regent Seven Seas Cruises, we strive to continuously exceed the expectations of our discerning guests, perfecting even the smallest of details because every element, no matter how small, contributes to an unforgettable journey,” said Andrea DeMarco, President of Regent Seven Seas Cruises. “Heartfelt hospitality is at the center of what we do, and our dedicated crew and shoreside teams are the ones who ensure the highest of standards from the moment our guests step on board. In Pursuit of Perfection is a behind-the-scenes look at the onboard secrets and a celebration of our valued team members.”

The campaign showcases the craftsmanship behind creating The Most Inclusive Luxury Experience®. Through a mix of digital brochures, online videos, and podcasts, In Pursuit of Perfection tells the stories of Regent’s team members, including Senior Vice President of Hotel Operations, Franco Semeraro, who has been with the cruise line since its inception in 1992; Vice President of Hotel Operations, Steph Armengol, who joined in 2000; and Vice President of Food & Beverage, Bernhard Klotz, a team member for over 25 years.

Franco Semeraro emphasized the hard work behind the luxury experience, saying, “In Pursuit of Perfection is a tribute to the incredible hard work that happens behind the scenes. I couldn’t be prouder of our team — each member plays a vital role in crafting moments that stay with our guests long after they’ve disembarked.”

The campaign also extends to podcasts, beginning with a feature on Food with Mark Bittman. Regent’s Executive Culinary Director, Wolfgang Maier, will reveal secrets behind the cruise line’s award-winning culinary offerings. The episode will be available for download starting November 20.

This initiative builds on Regent’s 30-year legacy of offering unmatched luxury experiences. From all-suite accommodations with private balconies to gourmet dining, enriching entertainment, and unlimited shore excursions, Regent continues to deliver on its promise of luxurious and personalized travel.

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