Hilton’s Deepika Padukone reel proves that if anything could crash Instagram’s view counter, it’s Bollywood. Few cultural forces can match the reach, emotional pull, and sheer fandom that Bollywood delivers. In June, Hilton released a short video featuring Indian actress Deepika Padukone. It has now reportedly become the most-watched Instagram reel in history, with 1.9 billion views. Across all platforms, the video has garnered more than 5 billion views, Gretchen Moore, vice president of marketing and loyalty, Asia Pacific, Hilton, told Skift. The reel is part of Hilton’s “It Matters Where You Stay” campaign, timed with the hotel group’s plans to open new properties in Bengaluru, Surat, Jabalpur, Hyderabad and Mumbai this year. Those openings are part of a decade-long push to grow Hilton’s footprint in India tenfold. \"Deepika Padukone embodies modern India and the new generation of emerging Indian travelers who are shaping and defining success and travel preferences on their terms,\" Moore said. Hilton signed Padukone as global brand ambassador in 2024 to strengthen its connection. Hilton's Instagram reel featuring Bollywood actress Deepika Padukone became the most-watched in history, with 1.9 billion views and over 5 billion views across all platforms. The campaign is part of Hilton’s strategy to expand rapidly in India, targeting younger, upwardly mobile travelers and leveraging Bollywood's wide appeal. Hilton has seen increased website traffic, loyalty program sign-ups, and engagement, aiming to convert viral awareness into sustained brand preference and hotel bookings. Hilton's recent marketing campaign featuring Bollywood star Deepika Padukone went viral, amassing 1.9 billion Instagram reel views and over 5 billion across all platforms. This initiative, part of Hilton's 'It Matters Where You Stay' campaign, aligns with the brand's ambitious plan to expand its presence in India tenfold. By leveraging Padukone's influence among modern Indian travelers and integrating traditional and digital marketing strategies, Hilton has boosted brand awareness, website traffic, and loyalty sign-ups, aiming to turn viral fame into long-term preference and increased bookings as it broadens its reach into both major cities and emerging markets.

Hilton’s Viral Reel with Bollywood Star Hits 1.9 Billion Views: Here’s the Strategy

Hilton's Instagram reel featuring Bollywood actress Deepika Padukone has become the most-watched Instagram reel in history with 1.9 billion views and over 5 billion views across all platforms. The campaign, part of Hilton's 'It Matters Where You Stay' initiative, aims to expand the hotel chain's presence in India tenfold by opening new properties in Bengaluru, Surat, Jabalpur, Hyderabad, and Mumbai. The campaign targets younger, upwardly mobile Indian travelers and leverages Deepika Padukone's cultural influence as a global brand ambassador since 2024, resulting in increased website traffic, loyalty program sign-ups, and engagement.