According to Express Hospitality, the Ads are a “visual representation of the fusion of the rich Indian culture and heritage and world class standards in the context of hospitality” and “bring alive and showcase world class hospitality with an Indian touch”
But what exactly is the campaign about?
The intention of the campaign is to capture the essence of Brand India, and subsequently, route this equity to the ITC group of Hotels. That’s why the tagline ‘Experience the world with an Indian Soul’. According to JWT, “Mona Lisa is synonymous with universal beauty and intrigue and this universal symbol of feminity doing the classical Indian namaste sent the message across”


It is definitely an internationally recognized icon customized to local flavors, but in terms of brand equity, it does not reflect creativity. In fact, if you just google “Mona Lisa” you would find enough morphs and modifications on the beauty that would discount the innovative creative by JWT in this case!
ITC Hotels are the premium deluxe hotels for business travellers, WelcomHotels are business and leisure hotels, Fortune Hotels offer first-class full services hotels and WelcomHeritage include heritage hotels, palaces, forts, havelis, resorts and homes.
Incidentally, the Welcome Heritage Hotels offer some of the finest views across the country. You can get a snapshot of their forts and palaces on their website.
One response
the idea is just so-so , not that much creative….but i guess not every campaign can be creative enough to blow your senses…kaam chalaau.
Nice Post.