Hilton has reached a milestone in digital brand storytelling as its latest campaign featuring global ambassador Deepika Padukone set a world record as one of the most viewed videos on Instagram.
The latest ad campaign, part of Hilton's acclaimed "It's Where You Stay" campaign, surpassed 1.9 billion views on Instagram and 5 billion views across all channels in just eight weeks, underscoring the power of targeted storytelling to create a deep resonance with today's travelers.
The campaign, co-created with TBWASingapore, TBWANew York, Equinox Films and Dentsu, and led by acclaimed director Anurag Baruah, was launched in India and shared across Deepika and Hilton's global Instagram pages using the platform's collaboration feature. This strategic creative approach combined Hilton's hospitality heritage with Padukone's cultural influence, creating content that reached and captivated audiences around the world.
"This milestone is more than just a breakthrough moment, it's a testament to how Hilton is using The Stay to go beyond traditional advertising campaigns and create cultural moments for the next generation of travelers," said Mark Weinstein, chief marketing officer and head of luxury brands at Hilton. "By leveraging culturally relevant content created by ambassadors, we empower communities around the world to authentically share their travel stories with their communities. Deepika's voice and story resonate with a generation that is redefining what it means to travel on their own terms - in India and around the world - and we are very proud to partner with her to elevate the role that a Hilton stay plays in supporting her journey by making her journey relevant, authentic and purposeful."
This milestone is based on the brand platform "Hilton. For the Stay", which puts the hotel first, emphasizing the role and importance of staying at the hotel for people to feel cared for. The commercial embodies this spirit by capturing the small but meaningful moments that distinguish Hilton hospitality, including intuitive design, cozy spaces and thoughtful touches that help guests feel comfortable. Developed to reflect the changing mindset of Indian travelers - goal-oriented, self-determined and looking for brands that reflect their ambitious attitudes - the campaign reflects a new era of ambition. Deepika Padukone, one of the most influential voices in global cinema and culture, lends her voice and authenticity to the narrative, making the story not only culturally relevant but also powerfully resonant.
Building on the success of Hilton's viral 10-minute TikTok calendar, The Ad You Stay In, Hilton continues to challenge the conventional wisdom by reminding the world that life is about experiencing the moments that matter. The campaign's record-breaking reach proves that when brands prioritize authenticity, cultural understanding and human connection, they can unleash impactful and lasting relevance. As Hilton expands its presence in India, the wider Asia Pacific region and globally, this campaign will serve as a benchmark for what hospitality marketing can achieve when rooted in the experience.
To view the ad, visit instagram
