The Practice of Perfect Hospitality And The Taj Experience

The global campaign of Taj Hotels Resorts and Palaces uses an innovative new brand platform: “Performance Art”.

'Performance.Art' is a creative distillation of what Taj stands for and promises to deliver, wherever and whenever guests may experience it. Taj produces an exceptional level of seemingly effortless operational performance and, when perfected, the practice of any discipline, craft or talent – whether music, drama or even luxury hospitality – is elevated truly to an art form.

The brand campaign uses the analogy of dance as a distinctive metaphor for the meticulously-practiced preparation that distinguishes Taj as a teaser campaign. Dance has been used as an analogue for hospitality because like a theatrical presentation, a superlative guest experience is also painstakingly. 

The main campaign showcases signature Taj experiences and the effort and attention to detail that goes to deliver it to the guest. Each ad is a diptych and has behind the scene and a guest facing moment to highlight the “practice of perfect hospitality”.