Hilton has marked a major milestone in hospitality marketing with a record-breaking digital campaign starring global ambassador Deepika Padukone. Part of the hotel group’s acclaimed It Matters Where You Stay platform, the ad film has surpassed 1.9 billion views on Instagram Reels and more than five billion views across platforms in just eight weeks, making it one of the most-watched branded social videos ever released.
The campaign was co-created by TBWA\Singapore, TBWA\New York, Equinox Films, and Dentsu, and directed by Anurag Baruah. It debuted in India before rolling out globally on Instagram through a collaboration between Hilton and Padukone’s official accounts, ensuring immediate international traction. By blending Hilton’s heritage in hospitality with Padukone’s cultural influence, the campaign resonated far beyond traditional travel advertising.
“This is more than a viral moment — it shows how Hilton is transforming the stay into a cultural conversation,” said Mark Weinstein, Hilton’s chief marketing officer and head of luxury brands. “By creating content that is authentic, community-driven and led by ambassadors like Deepika, we’re empowering people around the world to connect with Hilton in ways that feel personal and meaningful.”
The ad highlights Hilton’s For the Stay brand ethos, placing the hotel experience at the center of travel. Rather than focusing solely on destinations, the narrative captures small but memorable moments that define a Hilton stay — from thoughtful design and welcoming spaces to details that help guests feel at home. With India’s travelers increasingly seeking aspirational and self-defined journeys, the campaign reflects both cultural ambition and personal empowerment.
Padukone, a leading global actress and cultural icon, brings authenticity to the story, connecting Hilton’s brand with a generation redefining what travel means in an era where experience and comfort matter as much as exploration.
The record-shattering success builds on Hilton’s earlier experiment with The Ad You Stay In — a ten-minute viral TikTok film — and positions the brand at the forefront of hospitality marketing innovation. By prioritizing authenticity, cultural relevance, and human connection, Hilton is setting a benchmark for the industry, proving that the future of hospitality lies not just in where you travel, but in how you stay.
