Amritesh Bakshi on how ‘Perfectly Yours’ is becoming an exemplar for modern couples

Hyatt has announced the launch of an all-new wedding initiative for India – #PerfectlyYours. Grounded in its purpose of caring for people so they can be their best, #PerfectlyYours is a bespoke offering for Indian couples who seek the perfect wedding experience, which celebrates their individuality and preferences. 

In an interaction with Adgully, Amritesh Bakshi, Director of Brands and Field Marketing, Hyatt India Consultancy, shares his insights into the campaign and how it is becoming an exemplar for modern couples, and perfectly matches the sentiments to resonate with these modern couples.

What is the core thought behind the ‘Perfectly Yours’ campaign?

The definition constitutes the perfect wedding has changed immensely in the recent past. Couples are no longer tied down to just the traditional. They are more individualistic and vocal in their requirements when it comes to their wedding, given that it’s their day in the limelight.

Owing to this, we sensed the need for a bespoke, anti-templated, and highly personalised wedding that would appeal to today’s modern couples. Whether the requirement is sustainable décor or multiple cuisines for their eclectic tastes, to even including their pets in their big day – the idea was to bring about how Hyatt can tailor weddings that celebrate each couple’s individuality and make it the perfect day for them.

Furthermore, as a brand that stands for care, we wanted to show how the same promise translates into weddings and that’s how we came up with the idea of putting the ‘you’ in your weddings.

How was the campaign executed?

Our campaign is backed by extensive research on modern-day couples who got married across Hyatt hotels in the country. During this time, we noticed that, unlike past years when families would plan traditional wedding celebrations, couples today make decisions on every little detail themselves.

Keeping this in mind, our campaign ad-films match their sentiments to resonate with these modern-day couples. Perfectly Yours is further executed based on three pillars – Hyatt’s F&B expertise, venues ranging from major city hotels to destinations, and how we are equipped to cater to all kinds of small and big personalised celebrations.

What are the media mix and distribution strategies for this campaign?

The campaign is focused on select mediums such as, OOH, airport terminals of major cities, digital and social media, theatre ads, and leading wedding magazines. Traditional mediums have been leveraged to establish the campaign messaging and a targeted approach has been undertaken for digital platforms.

Who is the audience and what are the company’s expectations via this campaign?

Hyatt has long been recognised as the final word in weddings, especially in India. Through ‘Perfectly Yours’, we aim to take this expertise and experience many steps forward. Based on this, the campaign aptly demonstrates how Hyatt cares for the little details that make each wedding memorable and perfect.

‘Perfectly Yours’ is aimed at new age couples, those who are seeking curated experiences and the perfect wedding experience.