MUMBAI: Continuing their strong relationship with the Tata Group, Rediffusion Y&R has now crafted the launch campaign for Taj Groups‘ ‘Vivanta by Taj‘.
 
The first print ad of the campaign has been launched today, 15 September, across India. 
 
‘Vivanta by Taj‘ is the second phase of their brand architecture exercise with the roll-over of 19 hotels to their new brand, Vivanta by Taj Hotels & Resorts. Vivanta by Taj is a five-star hospitality brand positioned in the upper-upscale segment and is a part of Taj Hotels Resorts and Palaces. Sixteen erstwhile Taj Hotels joined the three existing Vivanta by Taj hotels to create a brand which has an inventory of nearly 2500 rooms. Taj Hotels, Resorts and Palaces created Vivanta after a series of extensive customer understanding studies. 
 
Rediffusion Y&R partnered with Taj in building the brand communications for Vivanta over the last one and a half years which include above and below the line (ATL & BTL) communications. Rediffusion Y&R has crafted a 360 communications strategy to build brand Vivanta. The campaign is mainly print media driven, that brings to life the new philosophy and services of the brand.