ITC Great Expectations
Role: Producer and Co-Director
Background:
ITC Hotels, a pioneer in sustainable luxury in India, launched ITC Kohenour, the country's first zero carbon emission luxury hotel. This initiative was part of their broader commitment to Responsible Luxury, focusing on creating environmentally sustainable and socially responsible luxury experiences.
Objectives:The "Great Expectations - What Our Future Wants From Us" campaign aimed to:
- Highlight ITC Kohenour's leadership in sustainable luxury hospitality.
- Shift the conversation around sustainability from corporate responsibility to personal action.
- Engage a broad audience on an emotional level, emphasizing the impact of daily actions on future generations.
- Drive digital viewership and foster a deeper understanding and commitment to sustainability among the audience.
Strategy & Implementation:
Recognizing a gap in ITC's content strategy, I identified that while ITC had been sharing environmental reports via infographics, the target audience (young families aged 30-40) responded more to emotionally engaging content. I pitched the idea of highlighting ITC’s sustainability values rather than just focusing on their product offerings. Convincing the executive team to adopt this value-driven approach posed a challenge due to ITC's conventional marketing style. However, I believed that emphasizing their value system would create a significant shift in their marketing strategy.
Collaboration:
Collaboration was crucial to bringing this idea to life. I worked closely with ITC's internal marketing department to refine and pitch the new concept. Additionally, I collaborated with the production crew, my co-director, and the Director of Photography (DOP) to ensure seamless execution from concept to final delivery.
Campaign Execution:
- Managed the entire production pipeline under budget constraints, conducting the shoot within ITC’s premises.
- Led collaboration between various teams, including marketing, production, and creative direction.
- Oversaw storyboarding, logistics, budgeting, and talent hiring.
- Co-directed the 50-second launch film aimed at a tech-savvy, environmentally-conscious audience.
Results:
The "Great Expectations - What Our Future Wants From Us" campaign garnered over 2.2 million views on YouTube, resonating deeply with viewers. It positioned ITC Kohenour as a leader in sustainable hospitality, demonstrating the potential of luxury to drive positive change.