Mumbai: Marriott International, in collaboration with BBH Singapore, has brought its Marriott Bonvoy loyalty programme campaign, “Loyalty’s Just That Easy,” to life through a two-day experiential activation titled ‘Loyal-Tea’ in Mumbai.
Held at Phoenix Palladium Mall on March 21–22, the immersive on-ground activation was designed to demonstrate the simplicity and accessibility of the Marriott Bonvoy programme, while engaging both existing members and potential new users.
The activation forms part of a broader integrated campaign rolled out across India, Japan, and Korea, following the launch of “Loyalty’s Just That Easy” earlier this year. It leverages the universally relatable ritual of tea-drinking to communicate how effortless it is to earn and redeem loyalty rewards.
As part of the initiative, Marriott Bonvoy partnered with Dilmah to introduce three limited-edition tea blends along with collectible tumblers tailored for each market. Incorporating the popular blind box trend, sealed Loyal-Tea boxes contained a surprise tea blend and tumbler, with one special gold tumbler offering a reward of one million Marriott Bonvoy points.
Visitors to the pop-up installation at Phoenix Palladium Mall participated in interactive activities, including a game requiring them to name 10 Marriott hotel brands for a chance to win the exclusive boxes. The event also featured a dedicated photo zone and unboxing area to encourage social sharing and engagement.
Commenting on the activation, Xue Ying Mei, Vice President Marketing, Marriott International Asia Pacific excluding China (APEC), said, “Marriott Bonvoy as a loyalty programme is effortless for members, and there’s something for everyone. Together with BBH Singapore, we wanted to bring that ease to life in a way that feels tangible and culturally relevant. Loyal-Tea turns a familiar ritual into a powerful reminder of how easy it is to earn meaningful travel rewards.”
Khairul Mondzi, Executive Creative Director, BBH Singapore, added, “Tea is one of the simplest rituals in everyday life across Asia. Familiar, comforting and universally understood. That made it the perfect canvas for the idea. By creating Loyal-Tea, we took something people already associate with ease and comfort and used it to bring the spirit of Marriott Bonvoy to life.”
CREDITS
Marriott International
Vice President Marketing, APEC: Xue Ying Mei
Senior Director, Brand Marketing, APEC: Cassandra Leong
Director, Portfolio & Brand Marketing, APEC: Nishant Udeshi
Senior Manager, Brand Marketing, Premium & Select, APEC: Evelyn Phoa, Genevieve Kwek
BBH Singapore
Chief Creative Officer: Sascha Kuntze
Executive Creative Director: Khairul Mondzi
Creative Director: Gustavo Bonzanini
Art Director: Daphne See
Copywriter: Nicole Kee
Head of Production/Executive Producer: Wendi Chong
Senior Producer: Chunyi Kwek
Producer: Nadira BMZ
Managing Director: Sid Tuli
Senior Account Director: Melissa Law
Associate Account Director: Angel Fadila
Account Executive: Debra Soh
Head of Strategy: Amanda Lim
Associate Planning Director: Felicia Ong
Production Partner – Teaser Video
Director: Songjukta Banerjee
Director of Photography: Aman Choudhury
Executive Producers: Aman Choudhury & Sam Pareek
Production House: One4Love Studios
DA/AD: Jash Jain
Art Director: Nin Kala
Gaffer/1st AC: Faruk Mondal
Offline Editors: Pulkit Sharma, Amos Tan
Grade Studio: Studio Tunnel
Colourist: Yash Soni
Music: Songtradr
Sound Design & Mix: Sukrit Sen
Online Studio: Ulookah Studios
Activation Event:
Toast Events
