When Hilton decided to collaborate with Bollywood superstar Deepika Padukone, the goal was simple: blend luxury travel with star power. The result? A reel that broke Instagram records, clocking millions of views within hours.
But here’s the million-dollar question — did it actually deliver marketing ROI?
Why This Collaboration Was a Big Win for Hilton
From a brand and agency perspective, the campaign is more than just numbers:
✨ Global Recognition – Deepika Padukone isn’t just Bollywood royalty, she’s also an international face (think Cannes, Oscars, Louis Vuitton). For Hilton, her association elevates the brand from “just another hotel chain” to an aspirational global lifestyle experience.
✨ New Demographics – Luxury hotels often target corporate travelers and high-income families. With Deepika, Hilton taps into young aspirational millennials and Gen Z, who may not book luxury hotels today, but will remember Hilton when they can afford it tomorrow.
✨ PR Value Beyond Paid Ads – A reel like this generates earned media coverage — news articles, influencer breakdowns, and even LinkedIn debates about ROI (like the one you’re reading now). That buzz is priceless compared to traditional advertising.
The Debate: ROI vs Hype
While the reel smashed viewership records, the engagement rate told another story.
Former Ola Electric marketing head Nitin Chandil weighed in, sparking industry debate:
“Based on Instagram’s CPM, the campaign may have cost around ₹33 crore. But the engagement rate? Just 0.07%, far below Deepika’s usual ~5%.”
This raises a critical question: was Hilton paying for real influence or simply visibility?
Why Brands Still Justify the Spend
Agencies and brand managers know this — not all campaigns are about immediate sales conversions. Some are about:
- 🏨 Brand Positioning: Hilton aligning itself with global icons strengthens its luxury perception.
- 🌍 Cultural Relevance: Tapping into Bollywood + Instagram = relevance in the Indian market.
- 🔄 Long-Term Recall: High-visibility campaigns can indirectly drive bookings months later, when a consumer finally decides to book a premium stay.
- 📰 Industry Conversation: The very fact that we’re debating this campaign means Hilton’s marketing team has succeeded in driving mindshare.
So, Did Hilton Win or Lose?
👉 From a pure ROI calculation, the low engagement rate makes the spend questionable.
👉 But from a brand and PR lens, Hilton scored a massive win: record-breaking reach, global chatter, and positioning alongside one of India’s most powerful celebrities.
At the end of the day, luxury brands aren’t always chasing clicks — they’re chasing culture. And in that sense, Hilton may have booked itself a win.