Builds on record-breaking 2025 debut with a new phase of Hilton's It Matters Where You Stay campaign
Music, movement and creative storytelling capture a more spontaneous, expressive side of Deepika Padukone
Across a broad suite of content spanning movement, dining, wellness, loyalty and service, the campaign explores how the Stay helps guests feel more relaxed, confident and fully themselves
DELHI, India, July 7, 2026 /PRNewswire/ -- Hilton (NYSE: HLT) today unveiled a bold new chapter with global icon and brand ambassador, Deepika Padukone, launching internationally across social, digital, and outdoor platforms as part of a broader creative programme that will continue to roll out throughout the year. The campaign follows last year's record-breaking debut – which commanded over 11 billion views across all social and digital platforms.
The work gives viewers a glimpse into a new side of Deepika as she travels, underpinned by Hilton's hospitality, which allows her to truly express herself – staying as authentic as she always is – while bringing a playful and fresh cultural energy to the It Matters Where You Stay campaign in India.
Shot at Conrad Bengaluru, the campaign is inspired by a simple truth about modern travel. When people leave home, they often leave behind the routines and support systems that help them navigate everyday life.
For Hilton, this reinforces the importance of the Stay as the ecosystem guests rely on when they travel. Away from familiar routines and the people who help them navigate everyday life, guests are met by Hilton Team Members, thoughtfully designed spaces, seamless technology and the benefits of Hilton Honors, all working together to anchor them while they are away from home. Together, they create the comfort and confidence to enable guests to focus on what matters most and be fully themselves.
"People often think about travel in terms of destinations, but for us, it's about hospitality – the Stay – that makes the trip possible," said Mark Weinstein, chief marketing officer and head of Luxury Brands, Hilton. "A Hilton Stay helps our guests make the most of why they came. Travel is exciting, but it can also be demanding. When travel takes people from their routines, the Stay becomes even more important. Our Team Members ensure everything is taken care of, giving guests the comfort and confidence to focus on what truly matters, turning everyday moments into expressions of confidence and playfulness. Deepika brings that feeling to life beautifully in this campaign and captures the ease that comes when everything around you simply works."