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<ul><li>Following the successful response to its recent brand films #AisiReachGaye and ‘Kalki Kal Dekhenge,’ OYO recently launched a new advertisement with Chitrangada Singh and Kunal Kapoor.</li><li>In the ad, Kapoor loses a bet to Chitrangada and plays golf while wearing a ghagra.</li><li>This unique set of ads from OYO has generated a lot of chatter on social media and has sparked a meme fest.</li><li>We speak to Mayur Hola - Head of Global Brand, OYO and Kavikrut, Chief Growth Officer, OYO about the latest campaign, its target audience and timing.</li></ul>At a time when hospitality brands are observing a silent period, OYO rolled out a multi-film 360-degree campaign with Gul Panag, Kalki Koechlin, Chitrangada Singh and Kunal Kapoor. It was during the peak of COVID that OYO aired its first advertisement during the India VS South Africa ODI match. While it was a risky bet for the brand, especially before its upcoming IPO, to talk about travel without really propagating travelling, OYO’s new campaign has still won many hearts and has also organically trended on Twitter thrice for all of its ads. Last year in December, OYO saw its <a href="https://twitter.com/riteshagar/status/1479737071719759875">busiest month</a> as over a million people booked rooms with the brand for the New Year’s long weekend. We asked OYO whether this campaign was planned for December and delayed due to the sudden surge in cases, Kavikrut, Chief Growth Officer, OYO said no, it felt like the right time now. Explaining why OYO chose January to roll their campaign out, he said, “December was one of the highest travel peaks for India and yet, that's not when you saw this campaign. You're seeing this campaign at a time when you're stuck at home, and you're thinking about being out there either for travel, leisure or for business. You're thinking about where else I could be? And it's at that point of time, we want there to be a recall and memory of OYO in their minds and for what could it be? That's when you zoom back into the features and say, it could be anywhere which is nearby, Assi Reach Gaye ad is about that; you don't need to reach anywhere, you could just stay here. We felt like this is a good time to just put them out there. People will love the films irrespective of the time we are in.” As the whole country relives 2020 and people are stuck at home yet again, they have the space and time to watch new content and absorb it. Mayur Hola - Head of Global Brand, OYO added that any consideration campaign needs to start a little bit ahead of when you want the customer to act, particularly when you decide that the consideration you seek is from a newer audience. “So our intent to do it now is to be a little ahead of the game and not just advertise when things open up and people have already made plans. And a lot of audiences today react spontaneously. Consideration takes a little more time, hence, the need for the campaign that we planned. I don't think anything else plays a role at all in our choice of timing. This is simply consideration and perception that we would focus on and are giving it the time it needs to bed in,” explained Hola. OYO’s first advertisement of 2022, ‘Assi reach gaye’ featured Gul Panag and an adorable kid who stole all the attention. The film showcases how a kid, who hasn’t had a chance to travel due to the pandemic, would react on a long road trip. It takes you through many stages of his journey, starting with the child enjoying the views of the scenic hills, turning to boredom and finally to restlessness after spending hours in the car. Hereon, the film captures the many quirks of a now impatient 4-year-old child, who incessantly nudges his mom from the backseat and asks, “Assi reach gaye?” With over 4000 tweets, this ad trended on number 2 on Twitter. <div type="Youtube" id="ZK7WgxuO6X8" title="Assi Reach Gaye | OYO Rooms Official" thumbUrl="https://i.ytimg.com/vi/ZK7WgxuO6X8/mqdefault.jpg"></div> It is for the first time that the relatively young hospitality brand OYO is targeting Indian families with a huge media splash. Hola mentioned that OYO has seen some very unique use cases, which inspired its latest campaign to some extent, and realised that while the brand has a young perception in the market, it is used by audiences across age groups. Sharing a few examples, he said, “We live in small homes across the country and people sometimes just don't have the space to fight. So on the surface, you have a couple checking into a room but really they're going in there to squabble because they can’t scream at each other at home. I know that feeling. We have unique use cases of people taking a pitstop, studying, spending the night after a party, which is a big one for us; people just found it safer to check into a room nearby wherever they've been partying and not take a long ride by cab back home. So, we're trying to talk about the various audiences who own us already, and reach out to even further audiences, in terms of families and so on. In one way, it is reflective of usage already and in another way, we want to add more to that pool.” Following the successful response to its brand films ‘Assi Reach Gaye’ and ‘<a href="https://youtu.be/ZWt_6msbML0">Kalki Kal Dekhenge,</a>’ OYO released a third ad film last week featuring Chitrangada Singh and Kunal Kapoor. With this film, OYO highlights its app’s ‘search the view’ feature which enables people to discover stays with a view they would like. In the ad, Kunal loses a bet to Chitrangada and plays golf while wearing a ghagra. Within a few hours, this film also trended on Twitter on number three with more than 5,500 tweets. The idea behind these ads, Hola said, is to put OYO’s app at the heart of everything. It promotes different features that the app offers. It will be seen in multiple channels across GEC, News, Infotainment and the Kids genre. It will also promote the first film across its owned PR channels.

OYO is now targeting families through its communications to ring in its next phase of growth

Ever since <a href="http://www.businessinsider.in/searchresult.cms?query=oyo+rooms">OYO Rooms</a> and <keyword id="2825269" type="UNKNOWN" weightage="20" keywordseo="Zo-Rooms">Zo Rooms</keyword> made its foray in India’s holiday map, things seem disrupted for online travel agencies including <keyword id="54613" type="COMPANY" weightage="20" keywordseo="makemytrip">MakeMyTrip</keyword>, Goibibo and Yatra. With incredible schemes on offer, OYO and Zo were hitting a new low in hotel prices. 
 
However things didn’t go as expected. Feeling jittery on the advancement of these budget-hotel aggregators, the online travel agencies have decided to jointly block them, a news report in The Economic Times has confirmed. 
 
 "MakeMyTrip has temporarily de-listed <keyword id="2550719" type="UNKNOWN" weightage="20" keywordseo="OYO-Rooms">OYO Rooms</keyword> from its platform. Zo Rooms is also getting delisted... and will be off from listings by tomorrow (Wednesday)," a MakeMyTrip spokesperson told the ET. 
 
Defeated but not destroyed, Kavikrut, chief growth officer at <a href="http://www.businessinsider.in/searchresult.cms?query=oyo+rooms">OYO Rooms</a>, said the ET, " Online travel agencies have been a longstanding business channel for us, but in current scenario it contributes to less than 10% of business.” 
 
"There will be a small dip in bookings, but our growth from our app and other associations will more than make up for it," he added. "This transition is not a shock for us," Paavan Nanda, cofounder at Zo Rooms told the ET. "Our <a href="http://www.businessinsider.in/searchresult.cms?query=growth">growth is mostly driven by our app</a> and website." 
 
 
At a time when OYO Rooms and Zo Rooms <a href="http://www.businessinsider.in/searchresult.cms?query=fund+raising+">are readying more rounds of funding</a>, this move might be discouraging for the hotel aggregators. On the other hand, hotels are a place where the online agencies earn the most. Rivals Oyo and Zo taking a toll on their business would never be tolerated. 
 
"This is a clear move to prevent further erosion of market share. Hotels have the maximum margins for online travel agencies and given that these portals (like OYO and Zo) are selling standardised rooms at a much lower cost, it immediately marks a threat," an investor in the budget-hotel <a href="http://www.businessinsider.in/searchresult.cms?query=aggregation+sector+">aggregation sector</a> on the condition of anonymity told the ET. 
 
OYO Rooms has expanded its network from 12,000 rooms across 1,200 properties in 73 cities to 30,000 rooms in over 3,000 properties in 135 destinations in India, as per thee ET report. Zo Rooms has aggressively expanded its network to 11,000 rooms in 1,000 hotels across more than 50 cities and towns in India. 
Both the aggregators have been standardising service levels of small hotels. Taking into the fold, small unbranded hotels, the aggregators have been assuring owners a lump some profit.

​Online travel agencies have just mass blocked Oyo Rooms and Zo. Here’s why

In a move to sell unsold rooms in its resorts, the <keyword id="190329" type="COMPANY" weightage="20" keywordseo="Maharashtra-Tourism-Development-Corporation">Maharashtra Tourism Development Corporation</keyword> (MTDC) is now planning to enter into a partnership with Mahindra Group-owned <a href="http://www.businessinsider.in/searchresult.cms?query=Mahindra+Holidays">Mahindra Holidays &amp; Resorts</a> and <a href="http://www.businessinsider.in/searchresult.cms?query=OYO+Rooms">OYO Rooms</a>. 
 
The state tourism agency is in advanced talks with the travel and accommodation companies. "We already have had two rounds of discussions with them. This strategy would help us in increasing our revenue and boosting occupancy,” Paraag Jaiin Nainuttia, MTDC managing director, told The Economic Times. 
 
MTDC is planning to offer 20% of its unsold rooms to these firms under a revenue-sharing agreement. The MTDC is working on a strategy which is being adopted by hotels in India and abroad to boost occupancy. 
 
Explaining the deal further, Nainuttia said, "They have strong technology platforms and larger reach which would help us getting more bookings." The deal is expected to be finalised in the coming months and the customers will be able to avail the facilities by next year. 
 
The corporation had invested an amount of Rs 45 crore for the renovation of its resorts and for the expansion of its properties in Kunkeshwar, Nashik and Mitbhav. 
 Kavikrut, chief growth officer at <keyword id="2550719" type="UNKNOWN" weightage="20" keywordseo="OYO-Rooms">OYO Rooms</keyword>, says, "It's like tying up with any other hotel brand for us, but the difference being that government tourism corporations have really good properties in great locations and we would like to bring our expertise to sell them." 
 
When asked about the pricing that they are working out for the inventory to be sold on third-party platforms, Nainuttia said, "We don't mind differential pricing of product, provided the partners invest in it." 
 
Image: thinkstock

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OYO is now targeting families through its communications to ring in its next phase of growth

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Online travel agencies have just mass blocked Oyo Rooms and Zo. Here’s why

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Maharashtra will now be a tourism haven for Oyo rooms

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You Searched For "kavikrut oyo" and got 3 results

OYO is now targeting families through its communications to ring in its next phase of growth

Karuna Sharma

​Online travel agencies have just mass blocked Oyo Rooms and Zo. Here’s why

BI India Bureau

Maharashtra will now be a tourism haven for Oyo rooms

BI India Bureau

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Online travel agencies have just mass blocked Oyo Rooms and Zo. Here’s why