At the start of the summer of 2025, hospitality brand Hilton launched a new video campaign featuring one of its global ambassadors, Indian actress Deepika Padukone. After eight weeks, the video has become one of the world’s most-watched Instagram Reels ever, hitting 1.9 billion views.
The Hilton ad featuring Padukone was part of the larger ‘It Matters Where You Stay’ campaign. The movie was directed by Anurag Baruah and co-created with the help of TBWA\Singapore, TBWA\New York, Equinox Films, and Dentsu.
Deepika Padukone for Hilton ambassadorship 🛎️ Stay safe with Hilton hotel🩵#DeepikaPadukone #Hilton pic.twitter.com/okHY3oMqvK
— ninny's daily (@ninnysdiary) June 9, 2025
When the video was launched in India, it was shared both on Hilton’s Instagram page and on Deepika Padukone’s profile using the platform’s collaboration feature, allowing the audiences of both to watch and share the advertorial. This resulted in 1.9 billion Instagram Reels views and 5 billion views across all social platforms.
“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 travellers”, said Mark Weinstein, chief marketing officer and head of luxury brands, Hilton.
Meaningful moments in the spotlight
Contrary to some modern-day ads, the Hilton campaign with Padukone isn’t using any particular special effect or other impressive feats. Instead, it focuses on the hospitality brand’s ‘For The Stay’ platform, highlighting the small and meaningful moments that a guest can experience during their hotel stay. Things such as a handwritten note, a well-fitting pillow, and a welcoming lobby are, according to Hilton, essential parts of a successful hotel stay.
“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”, Mark Weinstein continued.
At the moment, Hilton is increasingly expanding its presence in India and the Asia-Pacific region. The record-breaking ad is building on an earlier, 10-minute TikTok clip called ‘The Ad You Stay In’ released in 2023 and is clearly appealing to a new generation of (Indian) travellers, redefining hospitality marketing by concentrating on the experience and by joining forces with local, culturally-rooted ambassadors.
