Exclusive Interview | Anirban Chowdhary, General Manager, Human Resources, Deltin
/
“The brand’s success is largely attributable to Deltin’s commitment to customer satisfaction and personalised service. Deltin has achieved a high level of customer retention and positive word-of-mouth by focusing on its customers’s specific requirements and preferences and adapting its services accordingly.”
Gaming and hospitality are dynamic industries, especially in India. How does Deltin adapt its marketing and communication strategies to stay ahead of the curve and meet evolving consumer preferences?
Deltin has brought quality gaming to India, at par with Vegas and Macau, and is the pioneer in putting India on the map for luxury gaming and entertainment. ‘Deltin’ delivers a unique blend of offering which is a mix of thrill, energy, entertainment, food & beverages and great service. Our patrons belong to various segments: some seek the thrill of live gaming, some visit for the experience, some for our gourmet cuisine and some just want to have fun. We cater to everyone’s desire with our finest offerings and service.
The demographics vary as per the segment of the consumer but our guests represent men, women and family of varied age groups from different parts of India. Our marketing efforts are focused on four major verticals - Digital promotions & PR, Offline marketing, Loyalty & Rewards and curated events & experiences. Within these verticals, we give specific emphasis on performance marketing, inbound & content marketing, collaboration with influencers & content creators, direct communications to our patrons, loyalty promotions and a whole lot of exclusive events where people get to experience the ‘Deltin’ side of life.
The brand’s success is largely attributable to Deltin’s commitment to customer satisfaction and personalised service. Deltin has achieved a high level of customer retention and positive word-of-mouth by focusing on its customers’s specific requirements and preferances and adapting its services accordingly.
Given the diverse demographics in India, how does Deltin ensure its marketing messages resonate with different target audiences across regions and cultural backgrounds?
Deltin has always been a customer centric brand. Being a leader in the luxury gaming & entertainment space for more than 2 decades, our efforts have always been to deliver what we promise. For us the communications and promotions have always been based on the needs & emotions of our guests and members. We don’t think anyone else understands it’s TG better than we do. So, naturally consumer connect is our biggest asset and at the core of any strategy. That is what keeps our communication relevant.
Can you share insights into Deltin’s approach to experiential marketing within the gaming and hospitality sectors? How do you create memorable experiences for guests beyond traditional advertising?
To effectively reach and engage our target audience, we use a combination of traditional and tech/digital based tactics in our branding and marketing strategy. We execute a thorough and multifaceted marketing/branding plan that promotes brand visibility, engagement, experience and eventually, customer acquisition and retention.
We understand the importance of conventional marketing channels such as print ads, billboards, retail activations, and direct communications. To increase brand exposure and establish a strong brand salience, we actively invest in digital channels including social media, pay-per-click (PPC) advertising, SEO, and content creation in partnership with influencers or celebrities. We personalise our marketing efforts by using customer relationship management (CRM) tools and data analytics to create offers and promotions that are specific to each person’s tastes and actions.
Throughout the customer journey, we make good use of marketing automations. Lastly, on the experiential side, we organise a sizable number of curated events in a range of formats and styles each year to let our guests experience the ‘Deltin’ way of life. Furthermore, latest technologies like computer graphics, augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are employed from time to time to improve the campaign experience and introduce new elements.
Leveraging technology can be a game-changer in marketing. How does Deltin utilize innovative technologies to enhance customer engagement and improve marketing ROI?
Our marketing plans include technology as a fundamental component. It not only aids bringing innovation and in accurate execution but also in assessing the impact and making necessary course changes thereafter. As technology advances, gathering, analysing, and interpreting data has become easier, which facilitates decision-making. Communication targeting has improved, lead nurturing has benefited from automations, and CRM has made it easier to see patterns and trends in your customer base. Artificial intelligence has begun to customise and deepen interactions. Overall, technology is now an integral part of our marketing strategy.
Can you elaborate on Deltin’s current expansion plans? Are there specific geographical locations or property types targeted for growth?
As far as casinos are concerned, at present, the only states in India where live gaming(casinos) is allowed are Goa and Sikkim. In each of these gaming destinations, Deltin has already established a dominating presence.
An existing offshore casino vessel of Deltin in Goa will be replaced with a much bigger vessel which will be unique and better than any casino people have experienced in India so far, the vessel is scheduled to be in river Mandovi in Goa in the current financial year.
In the long-term, Delta Corp has planned to come up with a dream project, i.e., an integrated Resort project in Goa spread across 100-Acre land, which has already received in-principal approval from the Investment & Promotion Board. This will be one-of-its kind integrated resort having facilities like 5-Star Hotel, electronic casino, theme park, shopping mall, gaming zones, and an array of other family recreational activities. The Integrated Resort will enable Goa to attract an even wider traveller base.
This will attract International Tourists that are attracted towards the IR concept coupled with the idea of visiting India for its culture and heritage; and Indian tourists, typically the outbound travellers, who flock to popular IRs in South East Asia.
