Bollywood Star Deepika Padukone's Instagram Reel Sparks Debate Over Alleged Rs 33 Crore Paid Campaign

Former Ola Electric marketing head Nitin Chandil questioned the cost of Deepika Padukone's viral Instagram reel, which reportedly racked up 1.9 billion views. Chandil estimated that only 10 million views were organic, with the rest being paid. He calculated the campaign's cost at around Rs 33 crore, questioning whether such a massive spend made sense for what he described as "not so engaging content."

A recent Instagram reel featuring Bollywood star Deepika Padukone for Hilton Hotels has sparked debate over its cost and engagement. The reel, part of Hilton's "It Matters Where You Stay" campaign, garnered a staggering 1.9 billion views, making it the most-watched video on Instagram ever [2].

Nitin Chandil, former Marketing Head at Ola Electric, questioned the cost of the campaign. He estimated that only 10 million views were organic, with the rest being paid. Using Instagram's average cost per thousand impressions (CPM) at around $2, Chandil calculated the campaign's cost at approximately Rs 33 crore [1].

Chandil's calculations suggest that nearly 1.89 billion of the views were likely paid. He questioned whether such a massive spend made sense for what he described as "not so engaging content." However, others defended the move, highlighting the immense PR value of the "world's most viewed" tag for a brand like Hilton [1].

The campaign was designed to reflect the evolving aspirations of Indian travelers and was rooted in the concept of service, with each frame and element crafted to serve that story [2]. Despite the high cost, Hilton's expansion plans in India are proceeding, with plans to open five new brands in the next decade, including Curio Collection in Bengaluru and Signia in Jaipur [2].

References:
[1] https://m.economictimes.com/news/new-updates/rs-33-crore-wasted-former-ola-electric-marketing-head-questions-deepika-padukones-viral-instagram-reel/articleshow/123251077.cms
[2] https://www.campaignindia.in:443/article/when-a-reel-breaks-the-internet-inside-hiltons-1-9-billion-views-ad-with-deepik/504123