Loyal-Tea

Marriott International and BBH Singapore brought Marriott Bonvoy’s “Loyalty’s Just That Easy” campaign into the real world this past weekend with a two-day activation in Mumbai, designed to show how joining and using its loyalty programme is as effortless and enjoyable as drinking a cup of tea.

Taking place at Phoenix Palladium Mall Courtyard, Mumbai, “Loyal-Tea by Marriott Bonvoy” was an immersive event designed to build awareness of the award-winning loyalty programme among non-members and to reward current members. The activation ran in Mumbai on 21-22 March 2026, forming part of a wider integrated campaign across India, Japan and Korea designed to drive engagement both in real life and across digital and social channels.
Building on the “Loyalty’s Just That Easy” brand campaign launched in January in India, Japan and Korea, the on-ground activation embodied how easy it is for Marriott Bonvoy members to be loyal through one of Asia’s most universal cultural moments: drinking tea.

In collaboration with Sri Lankan family tea company, Dilmah, Marriott Bonvoy created three delicious, beautifully-packaged limited-edition tea blends and collectible tea tumblers for India, Japan and Korea.

Tapping into the blind box cultural trend, sealed Loyal-Tea by Marriott Bonvoy boxes each containing one of three teas and a randomly chosen tumbler were produced. One of the boxes contained a special gold tumbler, with the lucky recipient winning one million Marriott Bonvoy points.

Loyal-Tea by Marriott Bonvoy boxes were given away at a pop-up installation at Phoenix Palladium Mall, which is especially popular with young Mumbaikars. BBH Singapore designed the activation to drive brand awareness, signups and social media engagement.

At the activation, guests were invited to join Marriott Bonvoy for a chance to win the boxes. They played a simple game—naming 10 Marriott hotel brands—to win a box. The event also included a photo spot and a custom unboxing area for sharing their wins.
Xue Ying Mei, Vice President Marketing, Marriott International Asia Pacific excluding China (APEC), said: “Marriott Bonvoy as a loyalty programme is effortless for members, and there’s something for everyone. Together with BBH Singapore, we wanted to bring that ease to life in a way that feels tangible and culturally relevant. Loyal-Tea turns a familiar ritual into a powerful reminder of how easy it is to earn meaningful travel rewards.”

Khairul Mondzi, Executive Creative Director, BBH Singapore, said: “Tea is one of the simplest rituals in everyday life across Asia. Familiar, comforting and universally understood. That made it the perfect canvas for the idea. By creating Loyal-Tea, we took something people already associate with ease and comfort and used it to bring the spirit of Marriott Bonvoy to life.”