Marriott Bonvoy Brings Anamorphic Travel Wonder to India
Marriott Bonvoy's 'Where Can We Take You' campaign is an experiential marketing activation launched in India in September 2022, deploying an industry-first interactive anamorphic installation at two high-footfall locations to celebrate the return of travel after pandemic-era disruption.
Marriott International's travel program Marriott Bonvoy unveiled the campaign as part of a broader Asia-Pacific initiative titled 'Here,' launched on 15 August 2022. The India execution, published on 20 September 2022 according to Ads of the World, ran through 26 September 2022 and was created in partnership with Laqshya Media Group, with the anamorphic technology conceived and produced by Inventech, a Laqshya Media Group company. The activation positioned the 'Here' expression as a way of naming the authentic, spontaneous moments that travelers love and had long missed during the years of restricted movement.
In India, the installations appeared at two landmark destinations: Cyber Hub in Gurugram and Phoenix Mills (Palladium) in Mumbai. These locations were chosen for their density of urban, aspirational consumers who represent the core Marriott Bonvoy audience. The hero video content was shot across Malaysia, Indonesia, Japan, and New Zealand, while a dedicated set of localised videos captured Indian destinations including Chennai, Bengaluru, Mussoorie, Gurgaon, Kochi, and Goa. Together, the international and domestic footage was converted into immersive anamorphic content and projected through the interactive installation, inviting passersby to engage directly with the brand's invitation to travel. The campaign sits at the intersection of travel and tourism, leisure, and out-of-home advertising innovation, earning a Clapboard Score of 69 out of 100.
Marriott Bonvoy targeted a consumer base in India that had accumulated significant pent-up demand for leisure and international travel by mid-2022. The strategic logic was direct: place an unmissable, shareable spectacle in locations where affluent urban Indians already gather, and make the act of watching it feel like the beginning of a journey.
The choice of anamorphic 3D digital out-of-home as the primary medium was deliberate and well-timed. As reported by Marketech APAC, the activation was characterised as an immersive 3D installation that used local Indian footage alongside international destination content, creating a dual appeal to both domestic and outbound travel intent. The format itself carries competitive advantage: in a category where rival loyalty programs such as Hilton Honors and IHG One Rewards compete aggressively for member engagement, a physical, shareable installation generates organic social amplification that a standard media buy cannot replicate. Marriott Bonvoy held approximately 8.8% of global hotel rooms in 2022, according to bstrategyhub.com, while Hilton Worldwide held approximately 6.6%, according to the same source, making differentiation through creative experience a meaningful strategic lever.
The campaign's local content strategy also addressed a specific insight about Indian travelers: domestic destinations carry deep emotional resonance alongside aspirational international ones. By shooting in Goa, Kochi, and Mussoorie as well as Japan and New Zealand, the creative positioned Marriott Bonvoy as the brand that understands both the global wanderer and the weekend explorer. Laqshya Media Group's selection of Cyber Hub and Phoenix Mills as installation sites reflects an understanding that experiential marketing in India performs strongest when placed within established social and retail ecosystems where discovery and sharing are already habitual behaviours.
Inventech, the Laqshya Media Group company responsible for the installation, produced what Digital Signage Today described on 21 September 2022 as an industry-first interactive anamorphic display in India. The execution required the conversion of existing video footage — both the international hero film and the locally shot Indian content — into the precise geometric distortion that anamorphic 3D illusion demands, ensuring that the imagery resolved correctly from a fixed viewer position to create the appearance of objects and scenes breaking beyond the physical plane of the screen.
Sommnath Sengupta, CEO of Inventech, described the format as built on the right amalgamation of art, science, and technology, crediting a super-skilled, experienced, passionate team for delivering what he called a best-in-class user experience for the Marriott Bonvoy target audience. Sengupta further characterised the 3D digital out-of-home format as extremely dynamic and engaging, stating that it is changing the way people interact with advertisements and represents a futuristic direction for the medium. These statements were reported by marketech-apac.com.
The interactive dimension of the installation extended beyond passive viewing. Rather than a looping display, the installation was designed to invite engagement, making the physical presence of a viewer part of the experience and reinforcing the campaign's core message that the invitation to travel begins right where you are standing. The hero video, shot across Malaysia, Indonesia, Japan, and New Zealand, provided cinematic production values that sustained the installation's visual impact against the ambient noise of busy retail and hospitality precincts. The localised Indian footage — spanning six distinct cities — ensured that viewers in both Gurugram and Mumbai encountered landscapes and moments they could immediately recognise and claim as their own, deepening emotional connection to the Marriott Bonvoy brand promise.
No independently verified performance metrics for the 'Where Can We Take You' campaign — such as footfall figures, earned media reach, or loyalty program sign-ups attributable to the activation — are publicly available from Marriott Bonvoy, Laqshya Media Group, or Inventech.
What the public record does confirm is the campaign's industry recognition as a creative and technical landmark. As reported by Digital Signage Today on 21 September 2022, the installation was characterised as an industry first for India in the anamorphic interactive format, a designation that carries structural credibility given the novelty of the medium in the Indian out-of-home market at that time. Coverage appeared across Marketech APAC, Digital Signage Today, and Ads of the World within days of the installation going live, indicating that the campaign achieved genuine trade-press cut-through — itself a meaningful proxy for industry impact.
Structurally, the campaign demonstrated several effectiveness indicators. The dual-city placement across Gurugram and Mumbai maximised geographic reach within India's two most commercially significant advertising markets. The combination of internationally shot hero content and locally produced Indian footage addressed both aspirational and relatable audience triggers simultaneously. The interactive anamorphic format generated inherent shareability, transforming passive viewers into active participants and potential organic amplifiers across social platforms. A representative identified by marketech-apac.com as Kapadia of Marriott stated that the activation was designed to engage with the brand's audience in a high-impact environment, confirming that experiential depth rather than raw reach was the primary success measure. Against this intent, the installation's placement in India's most visited lifestyle precincts and its industry-first designation suggest the campaign delivered meaningfully on its objectives.
Marriott Bonvoy's 'Where Can We Take You' is a 2022 experiential marketing campaign in India featuring an industry-first interactive anamorphic installation. Produced by Inventech, a Laqshya Media Group company, the activation ran at Cyber Hub in Gurugram and Phoenix Mills in Mumbai through 26 September 2022, celebrating the return of leisure travel.
Laqshya Media Group's Inventech installed the anamorphic display at two locations in India. The installations appeared at Cyber Hub in Gurugram and Phoenix Mills (Palladium) in Mumbai, running through 26 September 2022, as reported by Marketech APAC and Digital Signage Today.
The installation is an industry first in India because it combined interactive functionality with anamorphic 3D digital out-of-home technology. Digital Signage Today reported this designation on 21 September 2022. Inventech engineered the experience so that viewers could actively engage with the display rather than simply observe a looping video.
The campaign's localised Indian content featured Chennai, Bengaluru, Mussoorie, Gurgaon, Kochi, and Goa. This footage was produced alongside an international hero film shot in Malaysia, Indonesia, Japan, and New Zealand, and both sets of content were converted into the anamorphic format used in the installations.
Inventech, a company within the Laqshya Media Group, produced the anamorphic technology. Sommnath Sengupta, CEO of Inventech, described the execution as built on the amalgamation of art, science, and technology, as reported by Marketech APAC, crediting his team's experience in delivering the interactive 3D out-of-home experience.
The India campaign forms part of Marriott Bonvoy's wider Asia-Pacific 'Here' initiative, launched on 15 August 2022. The 'Here' expression frames authentic travel moments as the emotional core of the brand. The India execution adapted this global platform into localised anamorphic content tailored specifically for Indian urban audiences and destination preferences.
.webp)
Creative Collaboration Platform: The Backbone of Modern Creative WorkWhat is a creative collaboration platform?Clapboard defines a creative collaboration platform as the operational core for today’s distributed creative teams. This is not a collection of digital collaboration tools stitched together; Clapboard’s system
Understanding the Creative Production MarketplaceWhat is a Creative Production Marketplace?Clapboard defines a creative production marketplace as a structured ecosystem where brands, agencies, and production talent converge to execute video, advertising, and branded content at scale. Unlike the legacy agency or freelanREAD FULL ARTICLE
The Urgent Need for a Creative Production Operating SystemWhy Traditional Creative Production Models Break DownClapboard sees the creative production landscape shifting under pressure. Content velocity is no longer a buzzword—it’s a mandate. Modern advertising demands relentless output across dozens of channels, each wREAD FULL ARTICLE
