- Deepika Padukone returns as Hilton's global ambassador for a new chapter of "It Matters Where You Stay," continuing a partnership that began with a 2025 debut that drew over 11 billion views.
- Shot at Conrad Bengaluru, the film was made with GRAMMY-winning director Nadia Marquard Otzen, choreographer Shay Latukolan, and composer Mikey McCleary.
- The content spans movement, dining, wellness, loyalty and service, rolling out across social, digital and outdoor platforms internationally through the year.
Hilton has kicked off a new chapter of its “It Matters Where You Stay” campaign, again fronted by global icon Deepika Padukone, who has served as the hospitality brand’s ambassador since the campaign’s record-breaking 2025 debut, which drew more than 11 billion views across social and digital platforms.
Shot at Conrad Bengaluru, the latest film leans into a looser, more playful side of Padukone, built around music and movement rather than typical travel imagery.
Hilton brought in GRAMMY Award-winning director Nadia Marquard Otzen and choreographer Shay Latukolan, with an original soundtrack from composer Mikey McCleary blending electronic and Indian influences.
The content spans dining, wellness, loyalty, and the everyday care of Hilton Team Members, built around the idea that a great Stay, not just the destination, is what makes travel work.
“When you feel genuinely comfortable and looked after, you stop overthinking and can simply be yourself,” Padukone said of the partnership.
Hilton has leaned harder into star power lately. In England, it tapped goalkeeper Jordan Pickford and forward Marcus Rashford for its “Don’t Take Me Home” matchday film.
Rival hotel brands are chasing similar plays: Marriott Bonvoy recently ran a World Cup campaign with Erling Haaland and Vinícius Jr., and teamed with Starbucks and singer Myles Smith for a one-night concert giveaway in New York.
For Padukone, Hilton sits alongside a busy endorsement slate that includes Adidas since 2023 and Bisleri since 2023. For Hilton, she remains its most visible global face as the company targets 400 trading hotels across India in the years ahead.
Takeaways
Hilton isn’t treating this as a one-off shoot; bringing Padukone back after an 11-billion-view debut signals the brand sees real payoff beyond vanity metrics.
This is also part of a bigger shift: hospitality brands are now competing on star power the way sneaker and beverage brands always have, with Hilton, Marriott Bonvoy and Starbucks all leaning on ambassadors to sell an “experience,” not just a room.
And Padukone’s expanding portfolio (Adidas, Bisleri, Hilton, and more) shows how one Bollywood A-lister can anchor campaigns well outside film.
Does a returning ambassador build more traveler trust than a rotating cast of new faces? Can “feel-good” hospitality campaigns actually convert into bookings, or is this pure brand sentiment?
