Hilton has revealed that its campaign featuring global brand ambassador Deepika Padukone has emerged as one of the most-watched Instagram Reels worldwide. Part of the hospitality giant’s ongoing “It Matters Where You Stay” series, the campaign video has garnered an impressive 1.9 billion views on Instagram Reels alone, and crossed a remarkable 5 billion views across platforms within just eight weeks, according to Hilton.
The campaign film was co-created by TBWA\Singapore, TBWA\New York, Equinox Films, and Dentsu, under the direction of Anurag Baruah. Launched in India, it debuted on both Deepika Padukone’s and Hilton’s Instagram pages through the platform’s collaboration feature, ensuring maximum reach and engagement. Hilton noted that this creative approach effectively blended the brand’s legacy of hospitality with Padukone’s cultural influence and global appeal, enabling the campaign to resonate with audiences worldwide.
“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 and head of luxury brands, 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.”
“As Hilton expands its presence in India, the broader Asia-Pacific region and around the globe, this campaign will serve as a benchmark for what hospitality marketing can achieve when it stays rooted in the stay experience,” Hilton said in a release.
