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Nº 01 Heritage Hotel 2019

The Claridges

Garden Brunch program and Anglo-Indian Fest activation for a heritage Delhi hotel — audience strategy, photography direction and the social system that ran the season.

Role

Account Lead, Hospitality Marketing, Social Management

Year

2019

Location

Delhi, IN

Timeline

3 months

The Claridges — Jade restaurant signature dish.
Heritage Hotel · Hero The Claridges
§ 01 · Challenge

The brief.

The Claridges is a heritage Delhi hotel with a property built around its lawns. The brief was to turn an ordinary Sunday into a sensory escape — fine dining surrounded by greenery — and to put an affluent Delhi audience in the room week after week. The room couldn't dial down to chase a younger feed; the audience had to grow up to the room.

Marketing for a hotel at this tier is about giving the same audience a reason to choose this Sunday over the dozen other premium plans on a Delhi weekend, without ever competing on discount.

Jade restaurant — menu photography.
Photography The Claridges
Garden Brunch — social calendar 04 Nov.
Social The Claridges
Garden Brunch — social calendar 12 Nov.
Social The Claridges
Garden Brunch — social calendar 13 Nov.
Social The Claridges
Garden Brunch — social calendar 15 Nov.
Social The Claridges
§ 02 · Approach

The work.

We built the season around two beats — "Garden Brunch" as the always-on Sunday hero and an "Anglo-Indian Fest" as the seasonal moment. Garden Brunch leaned on limited covers and a Sunday-retreat positioning; the photography stayed close to the lawns and the table, set-driven and unhurried, so the room earned the click on its own terms.

We considered a celebrity-led influencer push for the Fest but held to a craft-led short film instead — the room couldn't be discounted into mass-relevance, it had to grow taste, not chase reach. The Anglo-Indian Fest film braided Indian and Western culinary imagery to read the cultural fusion on the plate. Each beat got its own creative kit, an on-property photoshoot tied to the menu, and a tight social calendar across Instagram and Facebook targeted to affluent city residents. Account work covered photo and motion direction on property, weekly reservation reporting with the F&B team, and the creative review with the operator each week.

The Claridges — campaign moment.
Campaign The Claridges
The Claridges — campaign moment.
Venue The Claridges
The Claridges — campaign moment.
Venue The Claridges
§ 03 · Outcome
“I held the room at full price by killing the discount-led Sunday comp set and repositioning Garden Brunch around scarcity — limited covers, lawn-side, by-request seating. Weekly Garden Brunch reservations grew from roughly 35–40 at season open to 85–95 by mid-season at full price, the Anglo-Indian Fest film became the operator's most-shared seasonal asset across owned and earned channels, and the room re-positioned cleanly as a destination for premium, curated experiences — not a hotel restaurant a guest happened to walk into. ”
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