Vivanta by Taj, Vazhuthacaud closed its business on March 31, 2019. The hotel was in the heart of Trivandrum city. When businesses close down we have to reflect on the things that happened and must have great learning from the events for the future. Breakthrough did an introspective honest emailer with the title: A ta-ta for Taj.
Businesses don’t close down if they are doing well. Or, to pull down the curtains, it has to be a policy decision. The latter was not the case here.

Breakthrough had launched Vivanta by Taj at Vazhuthacaud, Trivandrum on September 1, 2008 under the exemplary leadership of the General Manager, Mr. V. M. Manoj Mathew. The property was owned by Dodla Group and managed by Taj. This was also the time when we were involved in the rebranding exercise of Taj into Vivanta by Taj for most of their hotels in South India on the strategic direction given for the new brand by Landor,
London.

We worked continuously for the brand for 6 years till August 2014. We had done some outstanding creatives for the hospitality brands of the TATA group. Breakthrough has learnt a lot from the association we had with them.

We stopped working on all the Taj brands from 2014 as a policy decision and have never worked with them ever since.

Vivanta by Taj gave us numerous opportunities to bring out some of the best creatives in this part of the world. It was so powerful that some of the creatives were copied and even used by some of the leading hospitality brands in the region after replacing the logo – the Onam ad given below is an example. We were happy to find most of our creatives being repeatedly used even after we left the account in 2014.