MAM
The Minimalist Launches a Celebratory Campaign for Hyatt This Festive Season
Mumbai: Modern travel as an experience has undergone a massive transformation in terms of outlook. Gone are the days when travel simply meant visiting destinations -be it business or pleasure, a family trip or a solo trip, a destination today must evoke memorable experiences, and seamless ones at that. To cater to this, the Minimalist, a creative solutions group based out of Mumbai has partnered with Hyatt and conceptualised a festive campaign called #CelebrateWithHyatt that includes all inspiring properties under the Hyatt chain of hotels.
The campaign #CelebrateWithHyatt took to highlight all the celebratory offers the Hyatt chain of hotels has to offer during the festive season wherever its properties are. The campaign’s core message is aimed at making one’s entire travel experience with family and loved ones a memorable one. Hyatt is the choicest place for its amazing array of signature offers whether one chooses to holiday or celebrate with family and loved ones.
Reiterating on the emotion behind the campaign, #CelebrateWithHyatt, Mr. Gaurav Kulshreshtha, Director of Digital from the Hyatt group remarked, “The campaign is a huge milestone in terms of offering a Hyatt experience to all our patrons and travellers who holiday with such style and aplomb. We are very positive and excited about our collaboration with The Minimalist and look forward to a meaningful and impactful creative result.”
Commenting on the campaign, Mr.Chirag Gander, Co-Founder and Director, The Minimalist said, “We at the Minimalist are very thrilled with this association with the Hyatt chain of hotels, which is one of the best places endorsed by travel patrons. With modern day travel evolving from mere destination-hopping to creating experiences and making memories, #CelebrateWithHyatt is a very heart-warming campaign to bring out the best of all travel experiences.”
MAM
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
