Campaign India Team
Nov 15, 2016

Marriott promotes itself as a wedding destination, with heartwarming father-daughter exchange

Watch the film conceptualised by OgilvyOne here

Hotel chain Marriott India has rolled out a digital film to promote itself as a destination for weddings. The film has been conceptualised by OgilvyOne Worldwide.
 
The film opens with a girl and her father in a car. As they embark on their journey, the girl opens a gift box. It contains a letter she had written to her father when she was a child. She's talking about her first stage performance and how she was scared about forgetting a step or going wrong. As the letter is narrated, the scene shifts to a wedding-related ceremony. The girl looks worried as others celebrate around her. The father notices this and goes to dance with her, comforting her.
 
As she gets ready for another ceremony, the film moves to another letter from her childhood. In this letter, she's apologising to her father for her school principal calling him to school, as she had hit a boy who made fun of the way she looked. She recounts that occasion as the first time she wished that she had a prettier face; but then, her father called her the prettiest girl he had ever seen. 
 
The third letter from the girl to her father was to thank him, as he remembered her love for sweets, and her grandmother's 'Gajar ka halwa'. As this is narrated, the family is seated at a table. A man serves her the same sweet. The letter goes on to state that she'd written it on the occasion of Father's Day, and gifted him a bow tie. The man is seen wearing one at this gathering. 
 
The next letter is from the father to the girl. It leaves the girl in tears as he narrates his first experience of holding her. The scene cuts to the wedding. The bride is escorted for the ceremonies. As the vidai (send-off) takes place, he states in the letter that he will miss her. They share an emotional moment before the girl waves good bye. A super reads, 'You don't just get married at Marriott, you live every moment with us.'   
 
Khushnooma Kapadia, director – marketing and communications, Marriott International, said, "The Marriott brand has been built on a philosophy of utmost thought and care towards our customers. And nowhere is this attitude more evident than when we host weddings. This film isn’t merely about showcasing our properties and services. It is about helping customers realise the occasion means as much to us, as it does to them."
 
Burzin Mehta, group creative director, OgilvyOne, said, "Very few occasions in life are as emotionally charged as weddings. And that’s what drove the creative thinking behind this piece of work. The film uses the magnificence of the Marriott as a backdrop to capture the special relationship between a bride and her father. And in doing so, brings alive the values of the brand in a subtle but memorable way."
 
Credits
 
Client: Marriott International
Agency:   OgilvyOne Worldwide Mumbai 
Group creative director: Burzin Mehta 
Creative supervisor: Sakshi Choudhary
VP, Mumbai: Namrata Keswani
Production house: Earth and Air Films
Director (film): Jai Shankar Pandit
Source:
Campaign India

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