For most Indians, budget hotels are like the rotten apple in a basket of five star fruits – below average service, decade-old infrastructure, unclean rooms – the list could be endless. But in the struggle to get basic amenities within our modest budgets, we all end up compromising on quality.
Treebo, India’s latest entrant to the myriad hotel chains, latched on to this insight and came up with a campaign that promises to deliver a quality stay at their properties, which is one of the aspects people are most suspicious and unsure of.
They have centered the entire campaign and their first TVC on a simple message that with Treebo, there is no room for any ‘shaq’. Their rooms are squeaky clean, breakfast is complimentary, there are no hidden charges, and all amenities work just fine. The stance of Treebo is not just bold, but also quite re-assuring.
However, the best thing about Treebo’s ad is the versatile actor Irrfan. With a catchy jingle as the backdrop, the suave actor saunters in with the Treebo staff and convinces us that the hotel chain loves its doubtful customers the most. Because, like he says, “the more skeptical, the better – bring it on!” The choice of the actor in a quirky new avatar, given his positioning as a ‘serious’ actor, works brilliantly well in delivering the message to a wide audience.
Launched in 2015 by Sidharth Gupta, Rahul Chaudhary, and Kadam Jeet Jain, Treebo Hotels works on a technology-dependent, scalable model that allows the brand to have an absolute control over the properties’ service quality. The company claims to hold 70% share in the total hotel market in India.