How Hilton’s Instagram reel hit 5 billion views: Travel Weekly Asia

Hilton’s latest campaign featuring global ambassador Deepika Padukone has reached a record-breaking 5 billion views across platforms in just eight weeks, with its Instagram Reel alone surpassing 1.9 billion views to become one of the most-watched in the platform’s history.

Part of Hilton’s “It Matters Where You Stay” campaign, the ad was co-created with TBWA Singapore, TBWA New York, Equinox Films and Dentsu, and directed by Anurag Baruah. It was launched in India and shared on both Hilton’s and Padukone’s Instagram pages using the platform’s collaboration feature, helping it achieve viral reach across global audiences.

“This milestone is more than just a breakthrough moment – it’s a testament to how Hilton is using The Stay to move beyond traditional ad campaigns to create cultural moments for the next generation of travellers,” said Mark Weinstein, chief marketing officer and head of luxury brands, Hilton.

He added, “Deepika’s voice and story is one that resonates with a generation that is redefining what it means to travel on your own terms – in India and around the world – and we are so proud to partner with her to elevate the role the Hilton stay plays in powering her journey with relevance, heart and purpose.”

At the heart of the campaign is Hilton’s “For the Stay” platform, which highlights the small, meaningful moments of a hotel stay, from intuitive design to welcoming spaces and thoughtful touches. The campaign reflects the aspirations of a new generation of Indian travellers and builds on Hilton’s viral 10-minute TikTok, “The Ad You Stay In”.

Hilton continues to expand its presence in India, Asia-Pacific and globally, with the campaign demonstrating the power of authentic, ambassador-led storytelling in reaching millions of travellers worldwide.