Digital is traceable, accountable, retractable: Khushnooma Kapadia, Marriott International

Khushnooma Kapadia, Area Director - Marketing, South Asia, Marriott International on leveraging the popularity of Bollywood to give their campaigns the canvas of visibility

e4m by Misbaah Mansuri
Updated: Jul 12, 2018 8:53 AM

From the recent blockbuster ‘Sanju’ to ‘Veere Di Wedding’, Marriott International seems to be riding high on the power of Bollywood to amplify their ad campaigns and give them the canvas of visibility. The brand is going all out with audio-advertising on Saavn, influencer-marketing and more. exchange4media chatted with Khushnooma Kapadia, Area Director - Marketing, South Asia, Marriott International to get insights into the brand's marketing activities.

The brand recently kicked off their ‘Taste Nirvanaah’ campaign which is a cinematic experience where food and art come together as a homage to Marriott’s culinary mavens. Kapadia said that the brand wanted to own the F&B space, “I feel that when you see food, it has to be evocative and must resonate with a memory. When each meal brings forth an epicurean wonder only then do your senses ‘Taste Nirvanaah’. That is exactly what Marriott International Inc. is aiming at with the launch of the campaign.”

Kapadia let out that they decided to work with a food specialist studio that is based out of New York, “The food stylists cooked the food on-the-spot in the kitchen and the visuals seen in the campaign are not a product of technology or special effects.” She said that the brand is eyeing an exponential increase in their F&B business through this campaign.

She contended that they have tremendously huge amplification plans which include collaborations with TV channels, PR and more. “We have released an audio campaign, a mediation track on Saavn which includes sounds from the kitchen. The ad has also been showcased with ‘Veere Di Wedding’ across PVR cinemas. We are doing a second run of the ad with the movie ‘Sanju’. So it includes print, audio, PR and social media amplifications,” Kapadia revealed.

On the brand’s marketing spends and their allocation, she shared that the predominant spends are going towards releasing the ad with PVR cinemas. “There are also considerable amount of spends in the digital space. We did spend a fair amount of money in building content,” she continued.

Kapadia said that the brand is putting a considerable amount of their marketing moneys on digital. “Digital is traceable, accountable and retractable. We are definitely putting in a fair amount of our money there but we won’t alienate the offline medium because we believe that what people see is what they believe,” she explained.

On the way ahead for the brand she said, "We are 15 brands in a consortium within Marriott International and will continue to grow all our brands and ensure that we give all of these adequate platforms. F&B will continue to be the big driver from a marketing and operations perspective."

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