Hyatt sets sights on India’s booming wedding economy
Hyatt has unveiled a new strategy to target India’s booming wedding market as young people take control of their big day.
Hyatt launches its maiden campaign for 'the great Indian wedding'
Weddings are big business everywhere; however, right now, the wedding market is currently booming. Buoyed by a significant cultural shift that has seen the betrothed couples take control of the celebrations and become the key decision makers, there has been a surge in demand and spending on wedding celebrations across India.
Looking to grab a share of this surging market, Hyatt India has launched an all-new bespoke wedding initiative to target this emerging customer #PerfectlyYours.
Amritesh Bakshi, director of brand and field marketing – India and Southwest Asia, Hyatt India, said, “#PerfectlyYours is a personalized offering for Indian couples who seek the perfect wedding experience, which celebrates their individuality and preferences.”
Hyatt is targeting the new consumer, who is seeking convenience and precise execution of their special day, by providing curated services in a bid aim to provide the perfect solution to every couple's needs.
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Hyatt’s first India-focused brand campaign
As part of the global hotel chain’s new strategy, it has rolled out its first India-focused brand campaign. The ad, created by Animal Advertising, is a well-crafted, quirky film that features no dialogue but plenty of action.
Sayantan Choudhury, senior partner & creative head at Animal Advertising, said the brief and target audience was very clear. “The client wanted to create communications that was strongly aimed at the modern couple.”
The strategy marks a paradigm shift from previous messaging in this category which focused on the great Indian family wedding, where the whole family is represented, and the couple is just one of the participants, says Choudhury.
Hyatt wanted to showcase its role as the preferred wedding partner, managing all the big and little details with the thoughtfulness that will make any couple’s big day special. The pillars of this bespoke offering include – F&B expertise, the width of the venue and flexibility around smaller occasions as part of the wedding celebrations – all of which find a place in the brand campaign and will feature in films that will be rolled out in the future.
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The campaign film
Standing out in a sea of sameness
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The wedding category is a crowded space, and India is no exception. Most of the major hotel brands including Taj, Oberoi, ITC, Marriott, Leela and Hyatt focus a lot of energy and investment in this segment which delivers significant revenues and continues to present immense business potential.
However, most of the marketing in this category features a similar look and feel, which is something Hyatt was keen to avoid.
Choudhury says the strategy was to communicate how Hyatt cares for a modern-day couple on their wedding day. The ad demonstrates this by depicting hotel employees getting ‘into the shoes’ of the customers. This device “allowed us to immediately break away from the common category visual codes,” he says.
The idea was brought to life through photography by Bharat Sikka, who suffused the film with his own blend of beauty and emotion.