Taj Hotels score an extremely high awareness (~95%) among its target audience, the luxury traveller. Yet, India had not fully discovered the allure of Umaid Bhawan Palace.

The Taj brand ethos of ‘The Practice of Perfect Hospitality’ helped this regal icon bag TripAdvisor’s prestigious World’s Best Hotel Award 2016.

With a limited budget of just USD 3750, the communication goal was to give the digital native travellers a taste of the regal treatment that won Umaid Bhawan Palace this high honour. And, we had to do this all while using just a display ad banner.

Our distilled key elements, the pillars of - ‘Heritage, Rarity, Vision, Uniqueness, Iconic, Noble, Authentic’ behind the authentic regal palace experience as experienced by travelers across the globe, formed the root of our big idea.

These words stood out amongst the cacophony of what defines the best in the world and when they came together to render themselves as the iconic dome that epitomises Taj Hotels Resorts and Palaces, the world gave it a thumbs up, the most widely recognized social icon of approval – on FirstPost the first page for Umaid Bhawan’s target digital natives, pan India.