Hasta La Creative!

Another in a continuing series on DM case studies by Sanjeev Jasani, VP, OgilvyOne, New Delhi.

This was one spa that was conceived and designed to be like no other. Royal in inspiration it was contemporary in interpretation. Inspired by the Mughals love for perfection, symmetry and aesthetics it sought to revive a lifestyle perfected by Mughal emperors 600 years ago.The task was to create a buzz around this Spa and position it as the perfect tribute to the city that holds the wonder called the Taj Mahal.
There are numerous luxurious spas in India and the world and then there are spas that are the ultimate in indulgence and pampering. Now, how do you defy and transcend even this?

The answer: look back in history and reach the very courts of the Mughal Emperors to revive their love for rejuvenating therapies and exotic treatments which were transported to India from Turkey and Persia.
The result of this was the creation of paradise that would do even Emperor Shahjahan proud.

The objective was to turn the Royal Spa into the last word for rejuvenation and revival and to get the invitees to come and experience the magical treatments available. This would not only get them to experience the wonder of this Spa but also make the Spa the most talked-about.

We sent the DM to Diplomats, Ambassadors of Embassies, opinion makers, members of the press and the countries’ Who’s Who. due to confidentiality reasons, the database was drawn up by the client from the patrons at their specialty restaurants, in house guests and societies’ crème de la crème.

The strategy was to partake of a royal experience that took them back in time to the glorious era of the Mughals. And what better way of doing this than sending them the fruit picked from the garden of paradise that the Mughals so loved, and created on earth. For the Mughals the pomegranate was the fruit of eternity, the fruit descended straight from paradise. It was considered an aphrodisiac and the elixir of youth.
Given this, the recipient received a direct mailer which had hidden within it this very fruit of eternity: A full-blooded, ruby red pomegranate from Central Asia, the homeland of the Mughals.

The results were phenomenal and it whetted the curiosity of the invitees. The prelaunch was a full house affair and the spa was covered by all the leading fashion and lifestyle publications. There was a 45% response to the invites sent out and within months of opening, Conde Nast Traveler declared it the ‘World’s best city spa’.