By Niveditha Kalyanaraman

Unlike the FMCG sector which can deliver tangible goods, categories like hospitality depend a lot on brand experience. While the pandemic may have made it easier for the sector due to the rising demand, marketing the brand experience uniquely, to set oneself apart from the competition is a challenge.

Deltin, the casino owned by luxury gaming and hospitality brand Delta Corp, is using Generative AI to enhance the brand experience and personalisation.

In the run-up to Deltin Star Weekend, scheduled from February 9 to 11, Deltin designed a tech-integrated campaign featuring Bollywood star, Tamannaah Bhatia. The campaign was launched in two phases: one video was rolled out wishing the patron a Happy New Year and the second video was launched in mid-January with the invitation and details about the event.

Arindam Basu, GM, Marketing, Delta Corp, said, “We created a very unique video with Tamanna Bhatia, which was hyper-personalised with AI. In the videos, Tamanna Bhatia addressed the audience by their names. It created a lot of buzz and excitement at that time. Then gradually over time, a few days back, she revealed a second video to the same set of recipients, where she invited people personally for the Deltin Star Weekend event.”

The result of this personalisation, Basu commented, was pouring registrations, enrollment calls and recommendations, all because the consumers were put in the spotlight, thanks to AI.

The three-day-long gaming and entertainment event, witnessed the presence of Bollywood figures, including Shilpa Shetty, Salim-Sulaiman, and Tamannaah Bhatia, adding a touch of glamour to the event.

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