Most hotels focus on striking design, impressive culinary and exemplary service to capture their customer’s attention. The Leela Palaces, Hotels and Resorts does this, and more.
As a brand that represents responsible luxury, it takes immense pride in its Indian roots and never misses an opportunity to celebrate the country’s rich cultural experiences. Being voted the World’s Best Brand for the second year in a row by Travel+Leisure USA provided it an opportunity to forge meaningful collaborations with Indian achievers who have gained appreciation on a global platform as true representatives of India’s ethos and what it stands for.
Its latest initiative, ‘Icons of India’ celebrates the soul and richness of the country through a collaboration with nation’s finest, who are also the world’s best. Leading this brigade are sarod virtuosos Amaan and Ayaan Ali Bangash.
Talking about this initiative, Anuraag Bhatnagar, COO, The Leela Palaces, Hotels and Resorts said, “The Leela is the epitome of true Indian hospitality imbued with a distinct aesthetic that celebrates the country’s traditions, art, cuisine, artisanal craft and culture and is rooted in its offering of India’s rich heritage to the world. We are collaborating with inspirational Indians who have been recognised globally for their exceptional work while emulating the essence of India.”
Amaan and Ayaan are the curators of ‘Raaga’ and ‘New Delhi – A Journey’, which are signature melodies that are played in the hotel’s lobbies as guests walk through the opulent doors. A collaboration with them is a symbol of convergence between the brand and what they stand for, was therefore born out of a shared passion.
Bhatnagar believes that Indians often look to cultural and heritage references that inspire and ground them. ‘Icons of India’ by The Leela is an initiative that inspires people while reconnecting them with their layered Indian identities.
“Our endeavour is to set the stage for the story of modern Indian success rooted in our culture and heritage. We are working on co-creating an almanac of delightful engagements and memorable experiences together with our Icons. The first in the series is the private concert with the Bangash brothers who represent the 7th generation of a musical lineage, as sons and disciples of the sarod maestro, Amjad Ali Khan,” he added.
EXEMPLIFICATION OF INDIAN EXCELLENCE
As a brand, Leela prides itself in being the best that luxury hospitality has to offer. This commitment to excellence is deeply entwined with its identity as a product of Indian invention.
Thus, when it comes to identifying and evaluating the best fit for ‘Icons of India’, the hospitality chain prefers partnering with individuals who exemplify this ideal of Indian excellence. Furthermore, it recognises that diversity is an essential component of the Indian cultural fabric.
Thus, its collaborators too hail from diverse spheres of work united in their remarkable contributions to their respective fields. In addition to the Bangash siblings, this includes Nobel Peace Laureate Kailash Satyarthi and Miss India Manushi Chhillar who founded the non-profit organisation, Project Shakti.
Shedding light on this, Bhatnagar said, “Much like our brand, these individuals too have made a mark on the international stage and have been a perennial source of Indian pride. What our collaborators have in common is their accomplishment driven renown and consequently, the influence they wield because of it. Their extraordinary work is what has brought them fame and people respond to that; they are interested in their story of success, impressed by their skill and seek to get inspired by them.”
Any strategic collaboration can have a meaningful impact only if it is a long-term engagement. Aware about this, Leela will continue these collaborations for a considerable period of time.
Over and above that, it will continue to evolve and grow these associations to be more inclusive to different fields. However, these will always aligned to the brand positioning of true Indian luxury that stems from the essence of India and the richness within.
While this is a BTL activity from a marketing standpoint, Bhatnagar noted that the brand’s aim and strategy is to engage with its audiences and build meaningful emotional connections through a shared passion. Experientials and storytelling that can provide enrichment and transformational experiences will be the key focus.
