Hilton taps Deepika Padukone to champion the power of a thoughtful stay

Hilton has rolled out the latest chapter of its "It matters where you stay" brand campaign, featuring Bollywood heavyweight and global icon Deepika Padukone.

The new ad, shot in the actor's hometown, is designed to spotlight the human moments that turn a hotel stay into something more meaningful.

The 60-second spot aims to resonate with the modern Indian traveller, portraying Padukone juggling high-pressure commitments while still making space for balance and personal time. Small, intuitive gestures such as a well-timed cup of coffee or a comforting, thoughtfully designed room, are used to showcase Hilton’s take on hospitality that "anticipates a guest’s needs". 

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Padukone, who has consistently been positioned as the face of a new, ambitious India, continues her role as Hilton’s brand ambassador. Her presence in the campaign is intended to reinforce Hilton’s alignment with travellers who are not only globally connected but also deeply rooted in local culture and values.

According to Hilton, the campaign’s creative narrative underscores that the power of a stay isn’t always about grand gestures, but the quiet, intentional moments that support productivity, rest and self-care.

“At Hilton, we’re 'For the stay', an experience you only get at Hilton and our 24 brands around the world. The stay empowers our guests to rest, recharge, and prepare for whatever the rest of their trip has in store for them,” said Mark Weinstein, chief marketing officer, Hilton.

“We designed this campaign around the spirit of a new generation of Indian travellers. They are shaping success on their own terms and we’re here to host them in India and around the world. Padukone brings her own, authentic stay story to life in a way that’s both powerful and deeply human and her journey reflects the kind of drive we see in our guests every day," he added. 

In tandem, Padukone said, "It’s always the little things, the warm welcome, the personal touches, the attention to detail, that turn a Hilton stay into a memory." 

Hilton isn’t the only hospitality brand flexing its luxury muscle. In April, Marriott Hotels unveiled a new campaign across the Asia Pacific region (excluding China) in collaboration with The Secret Little Agency (TSLA). Titled "Wonderful hospitality never sleeps", the initiative highlights the brand’s 24-hour guest experience, from personalised greetings to the quiet luxury of peeled fruit on arrival.

Meanwhile, Marriott Bonvoy also made headlines this week with the launch of "The secret concierge", a social-first content series created by OH SIX Agency and 160over90.

Featuring British comedian Jack Whitehall, the campaign follows him as an offbeat concierge curating bespoke experiences for F1 drivers George Russell and Kimi Antonelli. Each episode dives into the culture of Formula One host cities, blending high-performance travel with Marriott’s signature hospitality.

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