February 2019: Sterling Holiday Resorts Limited, India’s leading Leisure Hospitality and Experiential
Holiday Company, has unveiled a TV & digital campaign for pan Indian audiences. The campaign captures
Sterling’s brand philosophy of Holiday Differently by showcasing the various curated holiday experiences
and discoveries that the brand offers to its guests. Shot across various exotic locations across India to drive
variety and curiosity, the first-ever TV campaign by Sterling addresses today’s evolved traveler, who seeks
experiences, and not just destinations.
Through this campaign, Sterling, which was viewed as a vacation ownership brand over the years, shows
how it has transformed into an experiential holiday brand for all travelers.
Sterling is undergoing an exciting journey of transformation, which started few years ago with the upgradation of resort infrastructure to the best in class standards, followed by network expansion to various
unique destinations across India.
Speaking on the launch of the Campaign, Mr. Ramesh Ramanathan, Managing Director, Sterling Holiday
Resorts Ltd. said, “Sterling has evolved from being a pure play time share company to a holiday company,
catering to both our Sterling members and the FIT segment. In order to position ourselves as an
experiential holiday company, we re-launched our brand in December 2017 with the brand promise of
Holiday Differently! We now want to bring alive this promise to our target audience by launching the
brand communication on TV and digital media.”
Speaking on the launch of the TVC, Mr. Peshwa Acharya, Chief Marketing Officer, Sterling Holiday
Resorts Ltd. said, “Staying true to our new brand promise of Holiday Differently, we have created our new
brand film which has a larger than life imagery driven by curated holiday experiences. One unique feature
of this film is that it does not focus on resort features but rather on experiences. I am sure that this
campaign will drive up consumer awareness and enhance brand perception, leading to improved business
indices.”
The film has been created by L&K Saatchi and Saatchi and showcases varied travelers experiencing
different discoveries at Sterling Resorts and destinations- from a Chef serving biryani in a large jackfruit on
a table aboard a houseboat, to a woman trying her hand at a loom with local weavers, holding up a vibrant
handloom sari.
According to Mr. Rohit Malkani, National Creative Director, L&K Saatchi & Saatchi: From shooting
sunrise in the highest tea estate in India to discovering local sweets we never knew existed, the film is a
glorious, non-stop montage of these discoveries and experiences. Shot with a mixture of GoPro and a Mini
Alexa, we’ve shot with natural light and minimal frills to keep the traveller experience authentic and
inviting.” The TV campaign will be aired on national media commencing from February 2019. Sterling is also
planning to amplify the brand campaign through digital, social, OTT, press & cinema.
