An elegant affair for The Oberoi.

Client

The Oberoi, New Delhi

TEAM

AGENC

Services

Content Strategy & Copywriting

A young woman wearing sunglasses and a dark jacket.

Background

The Oberoi chain of hotels and properties are synonymous with luxury hospitality all across India. At the time of this retainer project, the landmark property in New Delhi wanted to explore a newer, suave style of communication across their main property, restaurants, and patisserie.

Challenges

  • Something we understood when speaking with the team, is that they wanted The Oberoi to be loved across generations.

  • The hotel has a certain vision in mind that they briefed us on. One of elegance, wit, style, and heart. 

  • Their current social media presence didn’t match the intended mood, so one of the challenges here was to start from the ground up with strategy. 

  • The strategy and approach was to be tailored as per the general property, the patisserie, and each restaurant separately. 

  • The Oberoi New Delhi wanted to stand out among the rest of its chain properties.

Work

  • Market research

  • Competitor analysis

  • Social media content strategy 

  • Tonality development

  • Copywriting

  • Print media content

  • Festive media

Apart from this, our team also worked on their commercials, design assets, photography, and social media.

Research

  • One of the first steps we took was to understand the nitty-gritty bits of the workings of the hotel — kinds of rooms, backgrounds of chefs, seasonal offerings, and more.

  • Our market research began with a broad scoping of hospitality leaders across the world. Performance, engagement, content pillars, tonality style, the works. The idea was to look for what worked and why.

  • Then we went in deeper with the chain’s most prominent properties, and what made each of their communication styles unique. We also looked at brands beyond hospitality, the kinds known to be subtle and elegant with their extravagance. 

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.

INSIGHT

Less is more. The simpler the communication, the easier it is to actually relate to it. 

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.

Strategy & Solutions

  • The Oberoi New Delhi (TOND): We developed a social strategy, tonality, and mood for the main hotel that covered all its offerings: the patisserie, the coffee shop, the in-house boutique, salon, etc.

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.

  • Baoshuan & Dhilli: Both crown jewels of the hotel, led by Michelin-star chefs, got mirroring narrator-led personas that reflected the individual offerings and speciality of each restaurant. This was carried through on all website, social, print, and in-house communications.

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.

  • Patisserie: Alongside this retainer, our team worked on the new branding direction for the patisserie. Connecting to the whimsical visual style, we created banners and posts for the pre-launch and launch.

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.

  • Festive: Apart from social media and internal display collaterals, we also worked on festive gifting brochures for Diwali and Christmas.

A young woman wearing sunglasses and a dark jacket.
A young woman wearing sunglasses and a dark jacket.