Hilton’s Record‑Breaking Campaign with Deepika Padukone Reminds the World Why It Matters Where You Stay, Achieving 5 Billion Views in Eight Weeks

Hilton (NYSE: HLT) has achieved a landmark moment in digital brand storytelling, as its latest campaign featuring global ambassador Deepika Padukone has set a global record for one of the most-watched Instagram Reels. The latest campaign ad, part of Hilton’s acclaimed “It Matters Where You Stay” campaign, has surpassed 1.9 billion views on Instagram Reels and 5 billion views across channels in just eight weeks, underscoring the power of purpose-driven storytelling to build deep resonance with today’s travelers.

Co-created with TBWASingapore, TBWANew York, Equinox Films, and Dentsu, and helmed by celebrated director Anurag Baruah, the campaign launched in India and was shared on Deepika’s and Hilton’s global Instagram pages using the platform’s collaboration feature. This strategic creative approach merged Hilton’s legacy in hospitality with Padukone’s cultural influence, creating content that reached and captivated audiences across the globe.

“This milestone is more than just a breakthrough moment —it’s a testament to how Hilton is using The Stay to move beyond traditional ad campaigns to create cultural moments for the next generation of travelers,” said Mark Weinstein, chief marketing officer and head of luxury brands, Hilton. “By leaning into culturally relevant, ambassador-led content we’re empowering communities around the world to authentically share their stay stories with their communities. Deepika’s voice and story is one that resonates with a generation that is redefining what it means to travel on your own terms – in India and around the world – and we are so proud to partner with her to elevate the role the Hilton stay plays in powering her journey with relevance, heart and purpose.”

At the heart of this milestone is the “Hilton. For the Stay” brand platform, which places the hotel front and center, elevating the role and importance of the hotel stay in making people feel cared for. The campaign film brings this ethos to life, capturing the small, meaningful moments that set Hilton’s hospitality apart, including intuitive design, welcoming spaces and thoughtful touches that help guests feel at ease. Designed to reflect the evolving mindset of Indian travelers – driven, self-defined and seeking brands that mirror their aspirational mindset – the campaign captures a new era of ambition. Deepika Padukone, one of the most influential voices in global cinema and culture, lends her voice and authenticity to the narrative, making the story not only culturally relevant but powerfully resonant.

Building on the momentum of The Ad You Stay In, Hilton’s viral 10-minute TikTok, Hilton continues to challenge category conventions, reminding the world that life is about staying in the moments that matter. This campaign’s record-breaking reach proves that when brands prioritize authenticity, cultural insight and human connection, they can unlock impactful and enduring relevance. As Hilton expands its presence in India, the broader Asia-Pacific region and around the globe, this campaign will serve as a benchmark for what hospitality marketing can achieve when it stays rooted in the stay experience.

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 8,800 properties and nearly 1.3 million rooms, in 139 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World’s Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 226 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, X, LinkedIn, Instagram and YouTube.