weddings:
GCC
THE PRODUCT
GCC hotels are an award-winning 3-Star Hotel in Mira Road in Mumbai with a major focus on their weddings and banquet halls division.
THE PROBLEM
With the advent of COVID-19, way back in 2020, the big fat Indian wedding came to a screeching halt. Soon, restrictions lifted but only for 50 people at a time. How do you drive traffic to one of the most quintessential Indian occasions in a time when occasions themselves are not permitted?
THE GOAL
Increasing the bookings and leads of the wedding division of GCC Hotels.
MY ROLE
Focusing on the copy and ideation for this project, I formulated the idea for the campaign and thereafter, also created the graphic for the filter.
THE SOLUTION
THE research
Frankly, the research for this project was lacking. The industry had no experience handling this, no historical data was present and the experts were as right as I could be. The travesty. Yet through a quick market survey, we understood a few gaps.
GAPS FOUND:
MAJOR
COVID FEAR
LOVE
STILL EXISTS
A NEED FOR
AN OPEN
CELEBRATION
THE FINDINGS
The findings of our research showed us that people still wanted to get married. Well, duh. They just needed an incentivised positive approach on the coming event rather than the doom and gloom that was everpresent in those days.
USER PERSONA
Age: 29
Education: Masters
Occupation: Corporate Lawyer
Mid-high income DINKs
Lovesick Suburbia:
Curious, Westernised, Hopeful
Filled with hope, and an undying love for their partner, nearly nothing could stop them from going forward with what they needed: a government-backed contractual obligation and a grand day to celebrate the same.
Need:
A safe environment that still provides them with an experience that they'd never forget.
THE RESULTING CAMPAIGN
The campaign informally titled Shaadi Corona, focused on creating a positive spin on the pandemic marriage narrative: taking it from a place of negativity to one of hope, love, laughter and tradition. It included a few social media posts as well as an interactive filter based around a socially distant jutta chupai.
THE RESULTING CAMPAIGN
The filter played with the concept of Juta Chupai which was a tradition that was thrown to the side like a pair of old Holi slippers during the pandemic. We wished to show how we'd adapted to this "new normal" while making sure it was still fun. In the filter, once you found the Jutta and highlighted the same, it would flip and ask you to go to our website to collect your prize. The prize? True love.