It's the social media way for The Oberoi Gurgaon

To avoid hard sell, the hotel chose Facebook as its tool to build a stronger brand recall through effective word of mouth. The campaign has been conceptualised by Equus

BestMediaInfo Bureau | Mumbai | April 28, 2016

The Oberoi Gurgaon has gone the Facebook way to promote its restaurants amaranta and threesixtyone. The luxury hotel has often been advertising in some elite business magazines like Harpers' Bazaar and Business Today, amongst others, but for a certain set of static ads, the company has decided to reach out to its audience through the social media.

It does make sense considering that the brand is targeted at elite customers and mass media might have led to substantial leakage.

Mallika Dasgupta, Manager Communications, The Oberoi Gurgaon, said, “We didn't want to hard sell and people look at social media more for choices. It works well for influences and recommendations than selling. We have always been quite subtle in branding overall. We offer luxury which can't be sold; it has to be experienced.”

The hotel has an aspirational value to it and the brand is trying to target the younger CEOs and entrepreneurs, along with those who have been visiting it on a regular basis. amaranta, previously known for its coastal cuisine, also has many more creative cuisine solutions.

Arjun Chandra

Arjun Chandra, SVP, Equus, said that social media was chosen as the preferred platform because it brings a stronger brand recall to the palette. He explained, “For amaranta, we created a unique character to it, named Playted Indian – it surrounded the playfulness of tasting Indian and not looking Indian. We tried to go through social media because that is an amazing world in itself. We conceptualised the campaign and the ads, but it always takes a brilliant client to buy those. We only decided to do what no other hotel brand was doing.”

The agency is working for the hotel brand for a longer run and one can expect many more ads to come up.

Credits:

Client: The Oberoi Gurgaon

Creative agency: Equus

Client team: David Mathews, Mallika Dasgupta, Tejas Sovani

Agency team: Arjun Chandra, Amanat Dugal, Swapan Seth

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