Hasta La Creative!

Continuing our series on DM case studies by Sanjeev Jasani, VP, OgilvyOne, New Delhi.
ITC Welcomgroup unlike any other hotels anywhere in India and the world. While they offer the most modern of amenities of facilities and privileges, what sets them apart is the Indian soul – that takes hospitality to a new level. And this is exemplified best by the manner in which ITC engages its guest and customers into the festivities. Diwali being one such fine example. The festival of lights is one of the biggest festivals in the Indian calendar. And ITC becomes an integral part of this occasion by joining the customer in their celebrations at home.

In a festival when customers receive gifts that are consumed and are of utilatiranian value, the challenge lay in sending a gift that was not just clutter breaking but also created an emotional connect. So how do you become a part of the lives of your customers?
To make the gift relevant to the moment and the occasion itself while simultaneously engaging the individual as well as the entire family. It was sent to The Silver Card Tier members of the WelcomAward Loyalty Programme.

To enter the homes of the customer and be a part of the celebrations. And as a guest you come bearing the gift of prosperity and happiness that will attract the blessing and a visit from the Goddess of Goodluck. Create a personal carpet of flowers by hand for the Goddess of Goodluck and Prosperity to walk on. A block was sent with a floral motif carved on it and a series of colours related to the auspicious occasion were also sent. The accompanying card invited the receiver to let creativity flow and use the block to let his imagination take over and create his own carpet. A diya was given to place in the centre, so that the light it emanated would bring to life the colors of the rangoli carpet.

It was one of the most welcomed gifts of Diwali and the receiver of the gifts showed their appreciation by not only making the patterns, but by also taking photographs and sending it to ITC.