I have not come across a better example of soft-selling a brand / organisation.
A few days ago, The ITC Windsor had invited Bangalore’s glitterati and the city’s sizeable Spanish expatriate community to an evening of Spanish flamenco music and dance juxtaposed with Rajasthani folk music and dance. The evening was a success, with the Indian performers winning as many hearts as the Spanish artistes.
A little known fact made the evening all the more special for several women and stressed the hotel’s commitment to going that extra mile for its guests.
The day of the event happened to be on Karva Chauth (a dawn to dusk fast undertaken by married women in and from North India for the wellbeing of their husbands. The fast is broken by the woman when she sees the reflection of the moon in a plate of water).
The hotel’s unassumingly efficient PR head, Vinita Bartlett had carefully assembled several Puja thalis (special plates) for the married women who were observing the fast. They were discreetly escorted up to the terrace where they were able to fulfil the ritual satisfactorily and the women then went on to enjoy the boisterous evening.
When I marvelled at the extraordinary effort that she had put into it, Bartlett demurely said it was only in keeping with her boss, General Manager Anil Chadha’s edict to her to make sure that the hotel does its best always to assist its guests.
Needless to say, The ITC Windsor won several brownie points for this PR initiative.