Hilton Hotels’ latest campaign featuring Deepika Padukone has set a new world record for one of the most-watched reels on Instagram.
The new ad reel, which is a part of Hilton’s “It Matters Where You Stay” campaign, has crossed 1.9 billion views on Instagram Reels and 5 billion views across other channels in just eight weeks.
The campaign was developed in partnership with TBWASingapore, TBWANew York, Equinox Films, and Dentsu, and was directed by Anurag Baruah. It was launched in India and was shared on Deepika’s and Hilton’s Instagram profiles as a collaboration video.
This strategic creative approach merged Hilton’s popularity in the hospitality sector with Padukone’s cultural influence, creating memorable content that reached and captured the attention of audiences across the globe.
“This milestone is more than just a breakthrough moment —it’s a testament to how Hilton is using The Stay to move beyond traditional ad campaigns to create cultural moments for the next generation of travelers,” said Mark Weinstein, Chief Marketing Officer, Hilton. “By leaning into culturally relevant, ambassador-led content we’re empowering communities around the world to authentically share their stay stories with their communities.
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 so proud to partner with her to elevate the role the Hilton stay plays in powering her journey with relevance, heart and purpose,” he continued.
At the core of this campaign is Hilton’s brand message, “Hilton. For the Stay,” which emphasizes the hotel experience as an essential part of travel. The campaign highlights everyday moments within the stay experience—such as design, atmosphere, and guest-centered details—that contribute to overall guest comfort.
The campaign was created with a focus on the evolving preferences of Indian travelers, who are increasingly seeking brands aligned with individual goals and aspirations. Deepika Padukone’s role in the campaign is positioned to reflect this shift, offering a narrative that aims to resonate with a broad and diverse audience.
As the hotel brand grows its presence in India, the wider Asia-Pacific region, and other global markets, this campaign is positioned as part of a broader marketing strategy aimed at aligning brand messaging with changing consumer expectations and digital behaviors.
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