The ‘Performance.Art’ theme was derived from two insights. First, that the seemingly effortless performance of superlative hospitality is actually the product of painstaking practice. Second, when perfected, any form of human endeavor – whether it be academic, sporting or artistic – may be elevated to an art form.
Like theatre, music or dance, hotel keeping too can be viewed as an art form; one that relies equally on precise choreography and passionate performers. When perfected, hospitality itself is truly Performance.Art.
Across the whole campaign, each advertisement is signed-off with an end line that combines the Taj brand mark with the new brand claim: “The Practice of Perfect Hospitality”.