FabHotels Packs a Punch with BBH India

08/06/2018

BBH India

Advertising Agency

Mumbai, India

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08/06/2018

Brand launches maiden TV campaign #RechargeRefresh, featuring a young businessman embracing his inner Rocky Balboa

Budget hotel chain, FabHotels, has launched its maiden TV campaign "Recharge. Refresh". Conceptualised and executed by BBH, the campaign targets millennial business travellers. The 360-degree campaign is live across leading TV channels, YouTube, Facebook, Hotstar, Radio and other digital platforms. The brand is also leveraging offline and online engagement through outdoor advertising & social-media-led contests.

The campaign was conceptualized out of the insight that business travel is a roller-coaster ride of highs and lows, a bit like life in a boxing ring. While constant travel, back to back meetings, presentations and negotiations take a mental and physical toll on business travellers, the payoffs are equally exciting - new deals, new connections leading to business and personal growth. Every day they travel, business travellers need to relax, refresh and re-charge for the next day's battle. FabHotels is that place for the business traveller to recharge and refresh.

Commenting on the campaign launch, FabHotels CEO and Co-founder, Vaibhav Aggarwal, said, “While business travel can be exciting, it is undoubtedly a profound stressor on the body, mind and emotions. We’ve launched this new campaign to celebrate the spirit of the business travellers, who are essential for the growth and development of any organisation. As a brand, we are committed to be the brand of preference for these road warriors. The launch campaign is just the first step. We are a brand that is focused on anticipating and meeting their needs with a constant stream of innovative services that help the road warriors refresh and recharge.”

Mohit Gupta, CMO, FabHotels, said “Our consumers are business professionals, entrepreneurs, salesmen, engineers and freelancers that come from different walks of life. Business travel for them is a means to move up in their professional life and they look for just the right budget hotel in this journey. As a consumer centric brand, we understand this need and look to create an environment which is conducive to recharging and refreshing after a long day’s work. Our campaign is directed towards building wider brand awareness and consideration amongst these business travellers. We are happy to be associating with BBH India to launch this new campaign. We will be building this up with various innovative brand actions and partnerships that keep the brand exciting and deliver value."

Shreekant Srinivasan, General Manager, BBH added, “For a new brand like FabHotels, the biggest task is to communicate its purpose for existence. Our high-powered film for FabHotels celebrates the indomitable spirit of the road warriors and pitches the brand as the perfect place to refresh and get ready for the next day. The film also sets the tone for the lively brand experience at the FabHotels properties.”

Vasudha Misra, Executive Creative Director, BBH added, “The film is about celebrating the perseverance of those who are constantly travelling for work. It illustrates their daily life and their march towards their goals, through the metaphor of boxing. And to these warriors, tired after a day of doing battle, we ask them to take a pit stop at FabHotels. To recharge, refresh. And then re-charge.”

Arun Gopalan has directed the film doing full justice to the script & concept. The funky rap soundtrack composed by Naozad Patel celebrates the perseverance of these road warriors.

Credits

Client: FabHotels

Founder & CEO - Vaibhav Aggarwal

Chief Marketing Officer - Mohit Gupta

Brand Consultant - Srinivas S

FabHotels Website - FabHotels.com

FabHotels App - FabHotels App

Agency: BBH India

Chief Creative Officer & Managing Partner: Russell Barrett

CEO & Managing Partner: Subhash Kamath

Managing Director: Arvind Krishnan

General Manager: Shreekant Srinivasan