Hilton’s Viral Reel with Bollywood Star Hits 1.9 Billion Views: Here’s the Strategy

Hilton’s Deepika Padukone reel proves that if anything could crash Instagram’s view counter, it’s Bollywood. Few cultural forces can match the reach, emotional pull, and sheer fandom that Bollywood delivers.

In June, Hilton released a short video featuring Indian actress Deepika Padukone. It has now reportedly become the most-watched Instagram reel in history, with 1.9 billion views. Across all platforms, the video has garnered more than 5 billion views, Gretchen Moore, vice president of marketing and loyalty, Asia Pacific, Hilton, told Skift.

Skift has reached out to Instagram to confirm whether this is officially the most-watched reel in its history.

The reel is part of Hilton’s “It Matters Where You Stay” campaign, timed with the hotel group’s plans to open new properties in Bengaluru, Surat, Jabalpur, Hyderabad and Mumbai this year. Those openings are part of a decade-long push to grow Hilton’s footprint in India tenfold.

“Deepika Padukone embodies modern India and the new generation of emerging Indian travelers who are shaping and defining success and travel preferences on their terms,” Moore said.

Hilton signed Padukone as global brand ambassador in 2024 to strengthen its connection