Marriott International is an American diversified hospitality company. Now, given its American heritage and its desire to expand its offering to the Indian Wedding industry, it was imperative to build a brand name that showcased its understanding of the multicultural and multi traditional Indian weddings. “Shaadi”, a colloquial Indian word for weddings, was therefore added to “Marriott”, a name which is synonymous with heightened standards of luxury and personalisation. Thus, was born the brand “Shaadi by the Marriott”.
But why? The luxury Indian wedding industry generates over 50 billion dollars annually and continues to grow exponentially year on year. Since time, this industry has been dominated by one hotel chain. This chain of hotels is India’s oldest, the most widespread and is known for bringing Indian traditions to the forefront of hospitality. “Shaadi by the Marriott” was conceived to take on this hotel chain and endorse “Marriott International” as a name that understands the finer nuances of Indian weddings.
But conceiving a brand name is one part. Bringing it alive required design to play an important role. For “Shaadi by the Marriott”, we dug deep into Indian culture, traditional crafts, motifs, colours, textures and finishes. This helped us place the feeling of grand Indian weddings in the hands of the audience, as their minds imagined the possibilities, their hearts desired a Shaadi by Marriott.