MUMBAI: FabHotels has come up with its maiden TV campaign Recharge Refresh targeting millennial business travellers. The campaign, executed by BBH, will go live across leading TV channels, Youtube, Facebook, Hotstar, Radio and other digital platforms. That's not all. The brand is also leveraging offline and online engagement through outdoor advertising and social-media-led contests.
The concept of the campaign was derived from the idea of business travel being 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.
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.”
FabHotels CMO Mohit Gupta, 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."
Commenting on this BBH general manager Shreekant Srinivasan, says “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.”
BBH executive creative director Vasudha Misra said, “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 done full justice to the concept and script while directing. The funky rap soundtrack is composed by Naozad Patel and sung by Devil The Rhymer.
FabHotels is present in 35+ cities, with more than 400 hotels under its franchisee network and has 150,000+ verified reviews. It is focused towards catering to business travellers and providing reliable and value-for-money stay experience with lowest prices guarantee on its direct channels -FabHotels.com and FabHotels app.
