The Taj Mahal Palace Mumbai celebrated 115 years, and MindShift Interactive worked towards devising a digital celebration to amplify the same. We took fans through the iconic journey of the hotel, over the 115 years through a beautiful juxtaposition of photographs from the past shot with a backdrop of their current state. A beautiful nostalgia and engagement unfolded by guests and fans alike. Micro videos, InstaStories were leveraged for a historic run through of the rich heritage and lost-in-transition stories #FromTheArchives. The Taj Mahal Palace, Mumbai also conducted a Charity Ball, which conducted an auction and display of special memorabilia created for the 115 years anniversary celebration. We captured the same through an Instagram & Facebook LIVE, helping Fans witness the beautiful evening unfold digitally.

1. 115 years
The Taj Mahal Palace Mumbai
celebrates 115 years.
#TajTurns115

2. the campaign
was designed to
Revel in 115 glorious years of
The Taj Mahal Palace by taking
fans through the journey of
the iconic property.

3. Campaign Outreach
5.5 Million
Total Engagement
37.6K
impact created
Our immersive content strategy was designed to
weave in a tale around every important aspect of
the hotel, giving audiences a glimpse into the
past, and the wonders of the present over its 115
year legacy.

4. Archived memories from the past were brought
to life by juxtaposing them against the locations
they were photographed, creating engagements
and shares by ardent fans.
then and now
Produced by:

5. The anniversary celebrations
continued through a historic
run through of the rich
heritage and lost-in-transition
stories #FromTheArchives.
optimizing
instagram stories
Impressions
+96K

6. watching it live
Fans witnessed the Charity
Ball through an Instagram &
Facebook LIVE, watching the
beautiful evening unfold
digitally.