Few campaigns capture attention quite like Hilton’s collaboration with global ambassador Deepika Padukone. In just eight weeks following its release in early June, the one-minute spot “Ambition Meets Hospitality with Hilton“, part of the brand’s “It Matters Where You Stay” campaign, amassed over 5 billion views across social channels—including a record-breaking 1.9 billion on Instagram Reels.
Accompanied by a polished piece of film work, where every piece of the hospitality puzzle falls into place, the Hilton’s century-old legacy of service is viewed through a modern lens—highlighting the emotional connection travelers form with where they stay. Shot in Padukone’s hometown of Bangalore, the film was directed by Anurag Baruah and created in collaboration with TBWA\Singapore, TBWA\New York, Equinox Films, and Dentsu. It blends Deepika Padukone’s charismatic confidence with cinematic storytelling to underscore Hilton’s message that a stay isn’t just part of the journey—it defines it.
As the brand noted in a release, the Hilton. For the Stay platform “places the hotel front and center, elevating the role and importance of the stay in making people feel cared for.”
To learn more about the campaign—and Hilton’s expansion in India and across the Asia Pacific—we recently caught up with Gretchen Moore, Vice President of Marketing and Loyalty, Asia Pacific at Hilton. She discusses the brand’s collaboration with Padukone, the creative process behind the campaign, and how the heritage brand strives to build cultural relevance across the region while fostering deeper emotional connections with a new generation of Indian travelers.
How did the idea for Hilton’s collaboration with Deepika Padukone first come about, and what made her the right person for this campaign?
At the heart of this campaign, It Matters Where You Stay strives to position Hilton as the brand that understands travellers, delivering exceptional Stays that constantly get it right. To build long-term relevance in India, we wanted to connect authentically with modern travellers, and Deepika was the natural choice.
Our global ambassador partnership with her was formed in early 2024 to reaffirm our commitment to expanding in the India market and to form a deeper emotional bond with the new generation of emerging Indian travelers seeking stays domestically and abroad.
Deepika embodies the spirit of today’s Indian guest – ambitious, global, and deeply rooted in culture. Constantly moving between cities and time zones, she brings these personality attributes in a way that’s resonant, powerful and deeply authentic. Her story reflects what Hilton stands for: intuitive care that makes every Stay feel like it was made for you.
The campaign has surpassed 5 billion views across channels in just eight weeks, including 1.9 billion views on Instagram Reels. What do you think resonated so strongly with audiences?
The response has been remarkable from customers, owners and partners, both globally and in India. Audiences have connected deeply with the authenticity of the message, appreciating the genuine tone and the creative style that captures what Deepika and Hilton stand for. Across social channels, the emotional core of the story has been embraced and shared, sparking conversation well beyond its initial reach.
One clear theme that we garnered from insights and workshops is that the modern Indian traveller increasingly seeks authenticity, personalization, and emotional connection in their experiences. It’s no longer just about having beautiful rooms, but about delivering intuitive service and real value across every moment of the Stay.
One clear theme that we garnered from insights and workshops is that the modern Indian traveller increasingly seeks authenticity, personalization, and emotional connection in their experiences.
Through the campaign with Deepika, we focused on highlighting these small and impactful moments that demonstrate the extent of Hilton’s hospitality. This included scenes that feature a seamless check-in process, a coffee that appears just as you’re thinking about it, and a quiet room when you need to rest and recharge.
These are not dramatized grand gestures – in fact, it’s the ordinary nature of these moments that make the video so emotionally resonant. It gets to the heart of what guests are asking for in a stay.
By leaning into culturally relevant, ambassador-led content, we empower communities around the world to authentically share their stay stories. Ultimately, Deepika’s voice and story is one that resonates with a generation that is redefining what it means to travel on your own terms – in India and around the world – and we are proud to partner with her to elevate the role the Hilton stay plays in powering her journey.
How do you approach balancing Hilton’s long-standing hospitality heritage with creating content that feels fresh and culturally relevant to new generations of travellers?
For over a century, Hilton has been synonymous with the warmth of hospitality. Staying true to that legacy means continuously evolving with our guests. As traveller preferences shift, Hilton’s 2026 Trends Report explores how and why travel is being redefined.
To bring our founding vision to life in a modern context, we launched our first global brand platform – Hilton. For the Stay. It’s rooted in the insight that “the Stay” is no longer just a backdrop, but the centrepiece of the travel experience. Our campaign, It Matters Where You Stay, reflects this shift, emphasizing the importance of feeling cared for.
Today’s travellers value personalized, human-led service. By showcasing authentic, relatable moments in our content, we reinforce that where you stay doesn’t just support the journey – it defines it. That’s how Hilton continues to be the place where meaningful and memorable travel experiences begin.
This campaign was co-created with TBWA\Singapore, TBWA\New York, Equinox Films, and Dentsu, and directed by Anurag Baruah. Can you share more about the creative process behind it?
On the production end, we were particular about the location of the shoot. It was shot in Bangalore, Deepika’s hometown. We wanted to give the campaign a lived-in familiarity that embodied how she wasn’t just a guest staying at a Hilton property, but she was returning to a place as comfortable as a home.
It was shot in Bangalore, Deepika’s hometown. We wanted to give the campaign a lived-in familiarity that embodied how she wasn’t just a guest staying at a Hilton property, but she was returning to a place as comfortable as a home.
From the outset, we saw this partnership as a living, evolving narrative. Deepika is more than the face of the brand, she reflects our customer promise to provide the most friendly and reliable stays. Every creative choice, from storytelling to location, was rooted in authenticity and cultural insight, ensuring that the content feels both modern and emotionally grounded.
Hilton leadership has described the campaign as moving beyond traditional advertising to creating cultural moments. Can you share how that approach shapes your strategy?
At Hilton, our storytelling is always anchored in the Stay. Across every campaign, we focus on what makes a Hilton Stay feel a little different and special. We frame these stories around what matters most to today’s travellers.
We don’t chase cultural moments. We lead with relevance, heart, and insight, and strive to deliver content that’s authentic, culturally grounded, and genuinely connected to the places and people that we’re engaging.
The Asia Pacific region is incredibly diverse, with distinct cultures, audiences, and travel behaviours. How does Hilton approach nuances, and how do these markets fit into the broader global marketing strategy?
With our strategy rooted in ‘The Stay’, we bring signature hospitality to life by placing it at the heart of every story we tell. We always aim to be a brand anchored in culture, and that takes different shapes and forms across different markets. Our campaigns are tailored, native to the channels on which we’re communicating. As such, we spend a lot of time on social media to ensure our content feels a lot less staged and more organic to bring experiences in ‘The Stay’ to life. So that is where our localisation comes in.
We spend a lot of time on social media to ensure our content feels a lot less staged and more organic to bring experiences in ‘The Stay’ to life
Strategic local partnerships further amplify cultural relevance and emotional resonance. In India, for instance, our collaboration with Deepika taps into themes of national pride and modern identity, creating a powerful connection with local audiences.
It might be an understatement, but this campaign sets a high bar. How will Hilton build on that success to keep connecting with travellers and creating cultural relevance in future campaigns?
This campaign has given us valuable insights into what resonates with our audiences. Building on that success means continuing to strengthen cultural relevance, while staying agile to evolving trends and traveller behaviours.
Our intention was to bring the Stay to life in a way that felt authentic to each of Hilton’s brands. We didn’t set out to create a viral moment, but rather a multi-channel, fully integrated campaign with fresh assets rolling out across social, digital and print in the coming months.
Looking ahead, we will keep experimenting with storytelling that goes beyond the transactional, turning campaigns into cultural moments that build emotional loyalty.
As Hilton expands across India – from metros like Mumbai, Delhi, Bengaluru, Hyderabad to fast-growing markets like Lucknow, Jabalpur, Kochi, and Surat – we’re bringing this campaign to life through immersive, hyper-localized guest experiences. That includes curated ‘For the Stay’ moments in hotels, content that reflects regional nuances, and co-created experiences that invite guests to become part of the story.
Looking ahead, we will keep experimenting with storytelling that goes beyond the transactional, turning campaigns into cultural moments that build emotional loyalty. After all, we understand that the Stay is central to the travel experience.
Quick Hits
Most useful app or tool you’ve started using recently
As an avid frequent traveller, my go-to recommendation has to be the Libby app by Overdrive – bonus points for combining it with a Kobo e-reader. I’m a huge audiobook and e-book fan, which many will know can turn into an expensive habit if left uncurbed. Instead, I choose to subscribe to my local library and borrow books digitally through Libby. The Singapore national library has an incredible catalogue of content. It is a fantastic resource and Libby helps me to make the most of it while always on the go.
Book, podcast, or resource you recommend
If you are drawn to personal stories, yet spend a lot of your time thinking about leadership and business innovation, have a listen or a read of “The Ride of a Lifetime” by Bob Iger. I finished it with a deep sense of optimism, courage, and hope.
Something you want to learn or wish you were better at
There are too many to name, but at the moment I’m trying to teach myself cross-stitch. I love the creative outlet, and the way it requires just enough focus to quiet my brain!
