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<keyword id="340376" type="General" weightage="20" keywordseo="ramesh-agarwal" source="Orion">Ramesh Agarwal</keyword>, the father of Ritesh Agarwal, Founder and Group CEO, OYO, has died after falling from the 20th floor of a high-rise located on the Golf Course Road in Gurugram. According to the police, whetehr he committed suicide or fell from the 20th floor accidentally will be known after a detailed investigation. Ritesh Agarwal said in a statement, "With a heavy heart, my family and I would like to share that our guiding light and strength, my father, Shri Ramesh Agarwal, passed away on March 10. He lived a full life and inspired me and so many of us, every single day. "His death is a tremendous loss for our family. My father's compassion and warmth saw us through our toughest times and carried us forward. His words will resonate deep in our hearts. We request everyone to respect our privacy in this time of grief." Further details are awaited.

OYO founder Ritesh Agarwal's father falls to death from Gurugram high-rise

<ul><li> Heavy downpour has caused water logging across Mumbai, leaving several commuters stranded.</li><li>According to Mumbai meteorological centre, very heavy rainfall is likely to continue for the next 24 hours with occasional gusty winds reaching 40-50 kmph.</li><li>The Met department has also issued an orange alert for Mumbai till July 14.</li><li>As Mumbaikars look for alternative accommodation options in the wee hours of the day, hospitality brand <keyword id="2808667" type="General" weightage="20" keywordseo="oyo" source="Orion">OYO</keyword> has rolled out a discount in prices for commuters.</li></ul>Since the beginning of monsoon season in Mumbai, local trains, which are known to be the city’s lifeline, are <a href="https://www.news18.com/news/auto/indian-railways-live-update-mumbai-local-train-services-continue-to-remain-disrupted-due-to-heavy-rain-on-july-7-5505121.html">delayed</a>. Heavy showers in India’s financial capital lead to water-logging at a number of places including railway tracks, slowing down the movement of trains, and even buses and cabs on the road. Many commuters get stuck while attempting to travel back home during peak hours, or seek refuge at a friend or relative’s house near their workplace. "Having lived in Mumbai for a decade, I have been through the stress of travelling back home during heavy downpour and waterlogging. Over the past week, we’ve seen heavy rains lash the city almost every day, leading to disrupted traffic movement and waterlogging across major parts of the city,” said Shreerang Godbole, SVP - product and chief service officer of OYO. As Mumbaikars look for alternative accommodation options in the wee hours of the day, hospitality brand OYO has rolled out a discount in prices for commuters. Stranded Mumbaikars can book an OYO near them at a 60% discount with the coupon code ‘MumbaiRain’. “We rolled out this offer to ease the challenges faced by Mumbaikars during the peak monsoon season in Mumbai,” said Godbole. The India Meteorological Department has issued an <keyword id="7914599" type="General" weightage="20" keywordseo="orange-alert-in-mumbai" source="Orion">orange alert in Mumbai</keyword> till July 14.

OYO rolls out a discount for Mumbai’s stranded commuters as the city stays on orange alert till July 14

<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

<ul><li>In our latest interview series, we speak to a few CMOs to understand how they are helping out their organisations find the right ways to connect with consumers.</li><li>Mayur Hola, Head of Global Brand, OYO tells us how the brand has been using its marketing tools to help out people.</li></ul>India crossed the three-lakh mark of fatalities on May 24 as it reported 4,454 new deaths in a single day due to <a href="https://www.businessinsider.in/india/news/india-becomes-third-country-to-surpass-three-lakh-mark-of-covid-19-deaths-with-4454-new-fatalities-in-a-single-day/articleshow/82900228.cms">Covid-19</a>. India is the third country to cross three-lakh deaths after US and Brazil. This second wave of COVID-19 has impacted our livelihoods and businesses like never before. All employees are struggling to focus at work. At such dire times, many companies are trying to launch wellness programmes at work to ensure a positive work environment or doing their bit by amplifying the SoS requests and/or donating to NGOs. And this battle is far from over. Understanding the gravity of the situation, India’s hotel unicorn OYO has extended its support to help out its employees and customers. OYO’s employees who have lost their lives due to COVID-19, will be given 8 months payment and the company will support the education of their children for five years. It has also moved to a 4-day working week for the month of May. “2021 is grim. What's going on is just a whole other challenge to deal with. Almost every single person of our team is impacted either personally or with someone amongst their family or friends getting infected,” said Mayur Hola, Head of Global Brand, OYO. “There's organisation-wide tracking and a Covid war room setup to help people with whatever they need; Oxygen cylinders, OCs, hospitalisation, meals, medicines etc. What we've done in addition to that is set up a team level tracker to check on folks every day. It's just a more personal way to do this we find. And if anyone or their family is impacted then it's just normal for us to check on them daily and see if they need anything. Both as someone who works with a team and as just a human being, you have to make time to check on people today. It's not a formality, it is a necessity.” In the interim, OYO has also shifted its marketing strategy and has recast its business model. It has turned a few of its properties to function as quarantine and isolation facilities for COVID-19 positive patients. On how the second wave has impacted OYO’s larger business goals, Hola said, “Ritesh gave us a very simple goal for the next little bit. We will help whoever we can and prevent as many lives from being lost as possible for us to do. I think it's a great goal to focus the organisation towards. And we've got hundreds of people coming together to do exactly that.” The company had conducted a guest survey to identify upcoming industry trends. As per the survey, 87% of the OYO customers said that they will prefer hotels with immunised staff when they plan to travel again. “Vaccination visibility when self-reported timely and accurately will become a confidence builder for travel recovery,” tweeted Founder and Group CEO Ritesh Agarwal. So, during the second wave, OYO’s two major focus areas have become: OYO care and VaccinAid; the latter is a feature on its app that shows self-reported vaccination status of hotel staff across the country. Telling us more about OYO’s focus areas for this quarter, Hola said, “It really helps when you've got a direction as clear as we have to help people in general and OYOpreneurs and their families in particular. Today, the brand we all are focusing on is OYO Care. Our quarantine and isolation stays project is a big focus area for us. Both on the retail and corporate (b2b) side. And the VaccinAid feature that transparently declares properties which have vaccinated staff and encourages our guests to vaccinate themselves is another focus area for the mid to long term. It is not business as usual, but it is perhaps more rewarding than usual to be able to help even one person today.” During the nation-wide lockdown 1.0, the grinding halt on travel and tourism also impacted home-grown hospitality brand OYO by bringing its revenue down to zero levels. However, with cities unlocking and global restrictions easing gradually in the second half of the year, OYO reached ~45% of pre-COVID occupancy levels in December. As many other CMOs, 2020’s uncertain time taught Hola how to draw boundaries between work life and personal life. He told us that 2021 has been a little easier in terms of adjusting to the sudden waves of changes as felt more prepared for the uncertain challenges that come in his way. “The first wave was like learning to surf. We fell off the surfboard a lot. It was a lot of getting used to. But now working from home is something you've learnt to deal with and you just get on with it. Schedule wise, I find that it's more sorted. Work days are intense as usual but everyone has fallen into a pattern and there's a lot more respect for post work hours and weekends. More than anything, 2020 taught us what to expect and as such we're a lot more prepared (work wise) to deal with the second wave,” said Hola. On social media front, OYO has been focusing on connecting with COVID survivors and reminding people to get vaccinated. Business-oriented communication has taken a backseat for now. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Its print ad won hearts on the internet for using the advertising space wisely. It published a ‘handy Spo2 chart’ on the first page of Hindustan Times for people who are tracking their loved ones oxygen levels on a daily basis. The copy read, “We can keep saying that we care but unless it helps you, it’s a waste. So we decided to give you our ad space to take care of yourself and your loved ones.” <div type="twitter" handle="RohanKochhar" handlename="Rohan Kochhar" image="http://pbs.twimg.com/profile_images/1357300572601286656/FuosOMJ1_normal.jpg" favoritecount="142" retweetcount="23" status="This advertisement by OYO Care today is marketing at it’s brilliant best!Well done @oyorooms https://t.co/EGWoowmJbB" createdat="1621589586000" id="1395674000873836547"></div> This print ad is a great example of how brands can use advertising, which is the biggest and strongest weapon they hold, to provide value to its audience and bring about change. “Right now, our only focus is to help and we're using whatever tools and channels we have to do so,” said Hola. Many marketers have chosen silence to help their audience deal with the horrifying situation that our country is facing or they have chosen to continue selling products as usual. There are a few handful brands that have taken a kind, empathetic approach in their advertising campaigns. On what should brands do in today’s scenario, Hola said, “If you can help, please help. Even if you're selling goods or services that are helpful, that's fine. But whatever you do, don't moment market this crisis. There's a special place in communication and marketing hell reserved for that.” <keyword id="4964826" type="COMPANY" weightage="20" keywordseo="OYO-hotels">OYO Hotels</keyword> and Homes currently has over 1,00,000 small hotels and homeowners across 800 cities in 80 countries on its platform <div type="Article" hostid="261" msid="82099226" title="OYO’s ‘Hockey’ print campaign is winning the internet; there’s a lot more in store, says its head of global brand Mayur Hola" mstype="2" mssubtype="0"></div>

Don't moment-market this crisis; there's a special place in communication and marketing hell reserved for that: Mayur Hola of OYO

Online learning platform <keyword id="6630114" type="UNKNOWN" weightage="20" keywordseo="unacademy">Unacademy</keyword> is now valued at $3.44 billion after the latest round of fundraising, where it got investments to the tune of $440 million. Over the last 18 months, the valuation of the <keyword id="9578177" type="UNKNOWN" weightage="20" keywordseo="unacademy-group">Unacademy Group</keyword> has risen almost 10 times, the company reportedly said in a statement. This was the Series H round of funding for Unacademy where Aroa Ventures, the family office of hotel chain <keyword id="2808667" type="PERSON" weightage="20" keywordseo="OYO">OYO</keyword>’s Founder Ritesh Agarwal, and Deepinder Goyal, Co-Founder and CEO at Zomato, participated. Some angel investors of Unacademy have exited in this round. Aside from these, existing investors like General Atlantic, Tiger Global and <keyword id="3749718" type="PERSON" weightage="20" keywordseo="softbank-vision-fund">Softbank Vision Fund</keyword> put in more money.This is the second investment by Tiger Global, and General Atlantic who increased their stake in Unacademy in January this year. The different shades of India’s booming edtech The six-year old startup founded by Gaurav Munjal, Hemesh Singh and Roman Saini, Unacademy has a growing network of more than 50,000 registered educators and over 62 million learners, in 14 Indian languages across 5,000 cities. Unacademy is known for its offerings that help students prepare for competitive exams and it has been one of the biggest beneficiaries of the shift to online learning. Unacademy differentiates itself from Byju’s, which relies on pre-recorded content, and Vedantu that is known for its live-tutoring. India’s edtech industry, which had an annual revenue pool of $700 million at the end of March 2020, saw its business double in the following year due to the pandemic, according to data from Goldman Sachs. The global investment bank expects the entire edtech space to be worth $30 billion dollars by March 2024 as Indians spend the most on education, as a proportion of household consumption, after China. Unacademy has been acquiring other startups amidst an edtech boom Late last month, Unacademy announced that it has acquired game streaming platform <keyword id="11725251" type="UNKNOWN" weightage="20" keywordseo="Rheo-TV">Rheo TV</keyword>. Rheo TV is a platform that helps professional game streamers livestream their gameplays and monetise those feeds. In February, Unacademy acquired TapChief, a professional networking and "future-of-work" platform, at a valuation of ₹100 crore. SEE ALSO: <a href="https://www.businessinsider.in/business/news/byjus-last-two-acquisitions-and-a-deal-with-disney-reveal-its-american-dream/articleshow/84783749.cms">Byju's last two acquisitions and a deal with Disney reveal its American dream ⁠— one that is anchored in India</a> <a href="https://www.businessinsider.in/personal-finance/news/six-red-flags-for-investors-to-avoid-becoming-a-victim-of-misselling-by-agents-or-financial-advisors/slidelist/84782913.cms">Six red flags for investors to avoid becoming a victim of misselling by agents or financial advisors</a>

The founders of OYO and Zomato pump in money to make edtech startup Unacademy worth $3.4 billion ⁠— a ten fold jump in 18 months

<ul><li><keyword id="7355473" type="UNKNOWN" weightage="20" keywordseo="OYO-Life">Oyo Life</keyword> currently operates 40,000 beds across 9 cities. </li><li>By 2019 end, it aims to have 100,000 beds.</li><li>OYO has also claimed that it is now the largest ‘long-term’ coliving space. </li></ul>OYO Life has set ambitious target of adding more than twice its beds by the end of the year. It means the co-living venture of OYO will expand from its current 40,000 beds to 100,000. “We expect the co-living market to continue to grow further and we are geared to provide over 100,000 beds by 2019-end,” said Rohit Kapoor, CEO of new real estate businesses at OYO. OYO now claims to be the largest ‘long-term’ coliving space. It currently has an occupancy of 85-90%. “Originally targeted at young professionals and first jobbers, we have been seeing interesting case studies of customers across various stages of life ranging from students, couples, right up to families and senior citizens across diverse income groups, choosing OYO LIFE as their preferred option,” said Kapoor. In September, it also partnered with IIT Delhi and Plaksha University to manage over 500 beds. Oyo claims to provide students with amenities such as surveillance and security, Wi-Fi and food. The prices start at ₹6,500 and goes up to ₹12,999 per bed, per month. According to a report Student Accommodation Provider Association of India (SAPFI) and CBRE, the student housing sector will attract as much as $700 million investment and add 600,000 beds by 2023.

Oyo’s co-living venture wants to expand twice over in two months

<ul><li>With COVID-19 impacting the hospitality industry, bringing revenues down to almost zero, to now the steady recovery of the industry, there’s a lot that has happened through the course of the year. </li><li>Hospitality was one of the worst affected industries worldwide, however, with cities unlocking and global restrictions easing gradually, India topped the charts for OYO as the most booked country.</li><li>As OYO launches its annual Travelopedia, Rohit Kapoor, CEO, <keyword id="7036155" type="COMPANY" weightage="20" keywordseo="OYO-Hotels-Homes">OYO Hotels &amp; Homes</keyword>, India &amp; South Asia tells us about India's favourite tourist hotspots, COVID-19 impact on OYO, <keyword id="10519936" type="UNKNOWN" weightage="20" keywordseo="travel-sentiment">travel sentiment</keyword> this year and some trends he expects to see in 2021. </li></ul>2020 has been a unique year that pushed every brand and industry to transform itself. While it started on a good note for the hospitality industry, with January 2020 (pre-covid) being the most travelled month, April 2020 witnessed most cancellations across the country owing to the government’s precautionary lockdown. Hospitality was one of the worst affected industries worldwide. The grinding halt on travel and tourism impacted home-grown hospitality brand OYO by bringing its revenue down to zero levels during the lockdown. However, with cities unlocking and global restrictions easing gradually, India topped the charts for OYO as the most booked country while Delhi clocked in the most bookings across the world in 2020. Consumer confidence was at its highest during December 2020 as OYO saw the highest number of bookings since India unlocked. Today, Ritesh Agarwal’s OYO has reached ~45% of pre-COVID occupancy levels and its used room nights have grown steadily 40% m-o-m since bottoming out in May. Some of the brands are performing much better with <keyword id="4100346" type="COMPANY" weightage="20" keywordseo="Oyo-Townhouse">OYO Townhouse</keyword> operating at 85% of pre-COVID occupancy levels. An OYO Hotel in Shahjahanpur and another in Chennai witnessed an average occupancy of 100% since lockdown. Over 8.5 million new user bookings were made on the OYO app and website in 2020. We caught up with Rohit Kapoor, CEO, OYO - India &amp; South Asia to discuss some of the key trends that came out in its third annual report - OYO Travelopedia 2020. <div type="Video" msid="80040904" hostid="261" title="Rohit Kapoor of OYO hotels and homes on India’s favourite travel hotspots and trends to be expected in 2021" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=80040904"></div> Lockdown’s impact A month down into the nation-wide lockdown, OYO realised that the macro factors cannot be controlled. As the hospitality industry came to a complete halt till the end of June, OYO decided to focus on improving its consumers and stakeholders’ pain points. It also wanted to use its space smartly by giving back to the society. It offered a helping hand to various hospitals and their doctors across the country. “After a few consumers started showing interest in travel, we launched an extensive campaign across the country to get in touch with our partners and stay in very close touch with our consumers. We tried to identify what consumers were thinking, some problems they were facing and what we could do to solve them. We worked with 24+ state ministries, 50+ government and private hospitals and hosted about a 250,000+ hospital staff and asymptomatic patients during the lockdown. 200+ sailors were safely quarantined at OYOs across India. 1,50,000 litres of disinfectant and 70,000 litres of sanitisers were used since April to welcome our guests,” shared Kapoor. OYO also on-boarded Sonu Sood as its brand ambassador, who emerged as a knight in shining armour and has been applauded for his humanitarian work to send thousands of stranded migrants back home during the lockdown. It launched a nation-wide campaign with Sood to woo its consumers. <div type="Youtube" id="ijSg92O1d30" title="OYO Sanitised Before Your Eyes" thumbUrl="https://i.ytimg.com/vi/ijSg92O1d30/mqdefault.jpg"></div> When Vande Bharat started, approximately 73,000 repatriated Indians completed their institutional quarantine at OYOs across India. Amongst these, most bookings were made by guests travelling from the Middle East, primarily UAE, Saudi Arabia, Oman, Kuwait and Qatar. Insights from OYO’s Travelopedia According to Kapoor’s predictions based on travelopedia’s insights, leisure travel is making a steady comeback - with tourist hotspots of Visakhapatnam, Kochi, Tirupati, Goa, Mussoorie recovering faster than other destinations. The data also revealed that Delhi, Bangalore and Hyderabad ranked as the most popular cities among business travellers while Jaipur, Goa, Kochi were travellers’ favourite domestic leisure hotspots. <div type="image" title="Oyo travelopedia" msid="80040415" hostid="261"></div> Speaking on one of the most important trends this year for OYO, Kapoor said, “One of the most humbling things we found out that has stayed with me is that a guest has stayed with us 128 times this year, something that tells us that we are on the right path and that our customers have immense faith in us even in tough times. While 2021 will be a new learning in itself, we’re hopeful that the changes we have brought in 2020 will set new precedents in the travel and hospitality sector and we are completely motivated to work towards providing safe stays to all our customers.” We're at that time of the year when people normally are in the mood to travel. Across India, without any surprise, the tourist hotspot of Goa emerged as the most booked beach destination, followed by Kochi, Vizag and Pondicherry. To target these beach-lovers, OYO also launched a campaign earlier this month titled ‘Chalo Beach Chalein.’ <div type="Youtube" id="6W_9U2C7G30" title="OYO | Chal Beach Chalein" thumbUrl="https://i.ytimg.com/vi/6W_9U2C7G30/mqdefault.jpg"></div> Interestingly, OYO has also seen a resurgence in religious tourism. Puri emerged as India’s top pilgrimage destination, followed by Vrindavan, Tirupati, Shirdi, and Varanasi. In December 2020, over 17 lakh people checked-in over the weekends. December 12, 2020 saw the most number of bookings (so far). The next estimated date is December 31, 2020 (bookings still coming in) Telling us how December turned out for OYO, Kapoor said, “This month, people are traveling to places they wouldn’t have thought of visiting earlier. For example, many of our users have shown interest in Mukteshwar, Ramgad or Bhimtal. Plus, one big change for everyone is that during this part of the year, people travel to international locations -- that’s not happening this year. That demand is getting funnelled to domestic markets and that is a trend I foresee continuing for at least 12 more months.” Kapoor has been traveling himself to locations he wouldn’t have been to otherwise. He has been to Jaipur and Udaipur with his family, then he went to Ramgad and worked from there for 15 days. He has also been on a road trip to Lucknow, Allahabad and Kolkata. From his many road trips to different parts of our country and from OYO’s in-depth research study, Kapoor noticed how people aren’t staying with their relatives anymore. They preferred living in a hotel, which is a cultural shift in our country. Walking us through Travelpedian further, Kapoor said, “If you look at the patterns emerge, the first unlock started with the big cities and we wondered what is it that these big cities offered: one type of cohort was those who wanted to just leave their homes and work from somewhere else. Secondly, people were worried about going and staying in someone else’s home, which is pretty common in India. I was in Allahabad in September and was trying to book an OYO, it was fully sold out. It was because of an exam which was going on and it was booked by parents whose kids were appearing for that exam. Third thing we saw is seasonality disappearing because work from home is allowed. The classic pattern of people travelling during peak seasons and vacations is phasing out. People are going away for staycations, working for 8-10 hours and using the rest of time for leisure. Lastly, they are also up for impromptu plans because they want to be reasonably sure that they are ready to travel.” OYO’s goals for 2021 The focus areas in 2021 would be more or less the same at OYO. Kapoor said that one thing that COVID-19 has taught us is that the future is unpredictable and the team is prepared for uncertain 2-3 quarters. “We have learnt the power of building product-led solutions for partners and that we will continue to invest in that. We want to open OYO-products and solutions to a much wider set of customers. We have all kinds of customers today but I think we have the opportunity to present OYO as the best option for anybody who is seeking good-quality experience. OYO has been recognised as the best start-up to work with and my focus would be to continue being the best place to work with for our target not just in India, but globally as well.”

Over 8.5 million new user bookings were made on the OYO app and website in 2020: Rohit Kapoor

<ul><li><keyword id="2766908" type="PERSON" weightage="20" keywordseo="Nestaway">Nestaway</keyword> announced its incubation programme in February 2019 and offers a home as well as a testing ground to bootstrapped startups. </li><li>The <keyword id="138263" type="PERSON" weightage="20" keywordseo="startup">startup</keyword> also announced its expansion to its 13th city in India – Chennai. </li><li>Nestaway is also reportedly in talks to raise a funding of $100 million.</li></ul>Indian <keyword id="3323951" type="PERSON" weightage="20" keywordseo="home-rental">home rental</keyword> startup Nestaway is finding new doors for its business. Having established its stronghold in the Silicon Valley of India – Bengaluru, the startup is now looking at playing a bigger role in the Indian startup community. In February 2019, Nestaway announced that it will be launching an incubation program to help startups kick-start their business. What’s interesting is that Nestaway has taken its main offering – rental – and clubbed it with incubation. Open for all <keyword id="53533" type="COMPANY" weightage="20" keywordseo="entrepreneurs">entrepreneurs</keyword> irrespective of their age, gender, educational background or location, select startups will be provided with a home and a ‘work-pad’ with all essential amenities for the entire duration of their incubation. But what made a home rental startup turn to incubation? The founders' belief that entrepreneurs need a space to test, fail and learn what works. Given the costs involved in starting a business, the ability to start up really lies with very few who can afford to do so or who can garner seed investments. “Therefore we wanted to allow startups to use our customer base to get access to customers without any fee or expectation. While the investment market funds with money (which anyway is used for customer acquisition), with Nestaway Startup Lab, we wanted to fund with our customer base,” said Amarendra Sahu, CEO &amp; Co-Founder, Nestaway Technologies. The Nestaway Labs incubation programme is also an ‘equity-free’ incubation programme to let bootstrapped startups test products and services, meaning they don’t have to give up a stake in their business in exchange for free accommodation or mentorship. Bengaluru is one of the biggest startup hubs in India. It is also Nestaway’s core market with over 25,000 homes in the city alone. On Wednesday, the company also announced its expansion to its 13th city in India – Chennai. Separately, Nestaway is also in talks to raise funding. While the company didn’t want to comment on speculation, <a href="https://www.livemint.com/Companies/vp7REBzRqLUfoUaHwjwwhN/NestAway-in-funding-talks-to-raise-100-million.html">reports</a> suggest that Nestaway is looking at raising $100 million to The startup is also witnessing a rise in competition with hospitality unicorn <keyword id="2808667" type="PERSON" weightage="20" keywordseo="OYO">Oyo</keyword> Rooms entering the home rental space with <keyword id="6976505" type="UNKNOWN" weightage="20" keywordseo="oyo-living">Oyo Living</keyword>. One of the biggest challenges that Nestaway has faced since its inception in 2015 is gaining the trust of landlords. This also forms an important part of their growth plan. “We are trying to fight the biases that are ingrained in the minds of homeowners due to generations of lack of trust,” a Nestaway spokesperson told Business Insider. That problem has led the founders of the startup to believe that housing is a question of entitlement and not availability. “Therefore, NestAway offers owners concrete promises: guaranteed and timely rent; trustworthy tenants; and a rental agreement governed by speedy arbitration. We think creating trustworthy systems and market-linked mechanisms is a better way to fight prejudice,” said the spokesperson. See Also: <a href="https://www.businessinsider.in/ratan-tata-invests-in-home-rental-startup-nestaway/articleshow/51177346.cms">Ratan Tata invests in home rental startup NestAway</a> <a href="https://www.businessinsider.in/former-indigo-chief-is-aiming-to-make-the-6-year-old-oyo-the-worlds-largest-hotel-chain/articleshow/67536612.cms">A 6-year-old Indian startup wants to be world’s biggest hotel chain</a> <a href="https://www.businessinsider.in/student-housing-startup-oxfordcaps-has-raised-8-million-from-times-internet-kalaari-capital-and-500-startups/articleshow/68579957.cms">Oxfordcaps lands $8 million in funding on promise of providing ‘affordable’ student housing in India</a>

This Indian startup is offering budding entrepreneurs mentorship – and a free home

<ul><li>Often Valentine’s Day is associated with the young, and love is marketed and celebrated as a young person’s thing. </li><li>We have developed an ageist perspective towards love, believing that one loses the ability to express and celebrate love as one grows older. </li><li>Breaking these stereotypes, OYO’s Valentine’s Day campaign stood out in the clutter of puppy love this year. </li><li>We caught up with Mayur Hola, Head of Global Brand - OYO Hotels &amp; Homes to understand what encouraged the brand to feature a mid-age couple, the process of its casting, and discussed why Indian brands have been neglecting people in their mid-age while celebrating love. </li></ul>Imagine a cafe and a young couple on a date. You see a bunch of roses in the background, chocolate heart-shaped boxes on the table and the guy proposes. You don’t need to try too hard because that’s basically the template Indian advertisements have been following for their Valentine’s Day ads for years. We are seeing more representation of LGBTQ couples, intercaste marriages, live-in couples, young women taking charge but rarely do we see women in their late 40s or older, falling in love all over again or sharing a romantic moment with their partner in public. Often Valentine’s Day is associated with young people, and the idea of love is marketed and celebrated as something that’s mushy, young and sweet. We don’t often get to see mid-age couples on dates or in any romantic settings. Even in mainstream cinema and pop-culture, it is only now that we have movies like Once Again and Badhaai Ho with mid-age actors as their protagonist and ads like <a href="https://www.businessinsider.in/advertising/brands/article/colgates-endearing-campaign-encourages-people-to-stop-worrying-about-whatll-people-think-and-just-follow-their-hearts/articleshow/77782264.cms">Colgate's</a> Remarriage. These movies and ads have nudged us to reconsider our attitude towards love. However, an old couple still in love or mid-age people falling in love is still treated as a different conversation - just as talking about LGBTQ+ is only remembered during pride month, it doesn't fit into the larger umbrella of love yet. With this, we have developed an ageist and limited perspective towards love, believing that one loses the ability to express and celebrate love as one grows older. So, we were pleasantly surprised when we saw a young hospitality brand, OYO, take a different route this Valentine’s. Its Valentine’s Day campaign is about a mid-age couple who is loyal to OYO and has a rather mature idea of love. Featuring a brilliant cast comprising <keyword id="1813" type="PERSON" weightage="20" keywordseo="neena-gupta">Neena Gupta</keyword> and <keyword id="21050" type="PERSON" weightage="20" keywordseo="Swanand-Kirkire">Swanand Kirkire</keyword>, the campaign celebrates the spark that keeps long-term relationships alive. Titled ‘Long-term relationship with OYO,’ it is a 4-film digital campaign. In the first film, the protagonists engage in playful bickering. Kirkire asks Gupta why she sticks to choosing the same hotel and room every time they travel. Gupta replies with another question ‘I am not bored, are you?’ subtly hinting at their long-lasting relationship. It is those adorable glances at the end between Gupta and Kirkire that stole our hearts and the sound of a playful tune of ‘Yeh Rishta Hai Thoda Khiska’ acts as a cherry on top. <div type="twitter" handle="oyorooms" handlename="OYO" image="http://pbs.twimg.com/profile_images/1336945719781945344/WyBChLdY_normal.jpg" favoritecount="25" retweetcount="5" status="Relationships are in a long term relationship with #OYO. Just like these two cuties.#YeRishtaHaiKhiska… https://t.co/xWLBtbH6qT" createdat="1612536531000" id="1357702732744806400"></div> The campaign is supported with social media posts and emailers. Each post brings in a pragmatic perspective and reminds the audience that love is not all mush, it is a little complicated. For example, OYO dropped a truth bomb on Teddy Bear Day saying that women don’t play with teddy bears anymore. The copy read, “Dear adarsh balak, sasta ho ya mehenga, she stopped playing with teddy bears when she was 10. This is un-bear-able. Love, Neena.” <div type="twitter" handle="oyorooms" handlename="OYO" image="http://pbs.twimg.com/profile_images/1336945719781945344/WyBChLdY_normal.jpg" favoritecount="11" retweetcount="0" status="Agli baar emoji se bhi kaam chal jayega 🧸🐻 Teddy was my chuddy buddy, buddy. #TeddyDay #YeRishtaHaiKhiska… https://t.co/UWOFyqMxGt" createdat="1612935766000" id="1359377248172732416"></div> Another realistic comment was on Chocolate Day, advising people to avoid cliches and not give heart-shaped Chocolate boxes to your loved ones because it is less chocolates, more air and lacks utility purpose. <div type="twitter" handle="oyorooms" handlename="OYO" image="http://pbs.twimg.com/profile_images/1336945719781945344/WyBChLdY_normal.jpg" favoritecount="24" retweetcount="1" status="Avoid cliches, swaad anusar 🍫@Neenagupta001 #ChocolateDay #YeRishtaHaiKhiska #Valentinesweek https://t.co/jTD19oGZ22" createdat="1612847985000" id="1359009068547903489"></div> On a day when brands neglect mid-age people, OYO has broken many stereotypes but it did not intend to make a statement by onboarding a mid-age protagonist, it all happened organically. Moreover, Gupta and Kirkire were the brand's first choice. Mayur Hola, Head of Global Brand - OYO Hotels &amp; Homes said, “The best movies, the ones that leave a lasting impression on you, come from stories and faces that are lined with age and character. That's really where great cinema emerges from. Advertising sometimes tends to feature bright shiny objects. I'm not just talking about human beings, even food. So the food you see in ads, you don't necessarily see in real life. We have sculpted bodies, perfect faces, etc. OYO might feature young faces from time to time as well, but we just felt these stories were better told by a couple who are ageless. Time has no relevance to the stories we are telling. It could be anyone, anywhere. We know that we are talking to such a varied audience as ours. We know that the lead protagonist needs to have a certain amount of chutzpah as well as stature. So yeah, we decided let's go get an actor not lower in age because sure, puppy love is awesome but I think we have a winner here in Neena.” While we still continue to fight with a global pandemic, OYO aims to remind you with this campaign that some familiarity is comforting and gain its consumers' trust. After conducting a consumer research and chatting with a few of them one-on-one, OYO found that that in eight out of 10 cases, women drive the conversation and take the final decision around travel. It also highlighted consumers who visit OYO once, they tend to go back to the same hotel. And this insight fueled the idea and gave birth to <a href="https://www.youtube.com/hashtag/yerishtahaikhiska">#YeRishtaHaiKhiska</a>. The first ad currently boasts 2,322,307 views. Telling how the brand stumbled upon this idea of celebrating long-lasting relationships, Hola said, “The starting point of any campaign for us is inclusivity. We’re a mass brand that is adopted by so many diverse sets of people; SMEs / corporate travellers, leisure travellers, couples, among others. This is an inclusive campaign that speaks to all, rather than an old vs young one. Secondly, over time our core customers see a very high repeat rate. To the same location and the same property. Our guests are literally in a long term relationship with OYO. Additionally when we spoke 1:1, woman to woman with a lot of our women guests we came across the fact that women were the key decision-makers when it came to booking a getaway, holiday, or vacation. So join the dots and the campaign comes together. Inclusion, relationships, consideration amongst women in particular.” Both, the concept of the campaign and script of the films were written by OYO’s in-house global brand team, with support from Oink Films on production. Hola said the brand aims to woo female audiences with its Valentine’s campaign. “We’re expecting greater consideration overall. And in general, likeability because this is just such a charming campaign. I think we don't necessarily need to feature your audience in your communication for them to like it. So in terms of interests and mindset, couples will relate with it, no matter what age group they are. I do think one of the intentions is to have greater likeability and affiliation with a female group. And I feel sure we’ll see that happen,” shared Hola. OYO will roll out a unified view across 45+ OTTs and apps programmatically. This includes platforms such as Inshorts, Sharechat, OTT platforms (Hotstar, MX Player, Sony Liv, Voot), music streaming apps (Gaana, Spotify, JioSaavn,) and dating apps (Tinder, Bumble, OkCupid). It will further amplify the films through an influencer campaign based on the theme #RishtaThodaKhiskaHai via a mix of celebrity and lifestyle influencers such as Smriti Khanna, Meeth Miri, Natasha Singh, and Siddhi MahaJankati, among others. As a brand that caters to a large audience, OYO is also making a conscious effort to be more inclusive in their advertising and marketing campaigns. On whether we will see more sections and communities of our societies in OYO’s campaign, Hola said, “Absolutely, We’re a brand that is adopted by the world’s middle class. And we will look to do work that appeals to a large mass.”

OYO’s Valentine’s Day campaign with Neena Gupta and Swanand Kirkire stands out in the clutter of mushy, young love

<keyword id="7561057" type="UNKNOWN" weightage="20" keywordseo="cyclone-fani">Cyclone Fani</keyword> is one of the most powerful cyclones to hit <keyword id="6357961" type="LOCATION" weightage="20" keywordseo="odisha">Odisha</keyword> in the last 15 years. To me, it brings back a lot of memories of the 1999 cyclone that caused widespread loss of life and devastation along the coast. The wind velocity and extent of cyclonic activity was the same as the 1999 cyclone. But this time, state and central authorities employed the lessons they learnt from previous cyclones. They also set new benchmarks in preventive rescue and relief operations, which altered the aftermath from one of despair to enduring hope. The impressive handling of cyclone Fani in my home state of Odisha, therefore, holds several lessons for businesses and corporate leaders. Strategy and Planning: The effort and coordination that went into drawing designated 5-page action plans including – multi-stakeholder discussions between local authorities, NDMA, Coast Guard, Indian Navy, Indian Air force, security, and paramilitary forces – indicate the depth of preparedness ahead of Day 0. IMD too issued an accurate warning at least 72 hours in advance. It gave authorities time to prepare for the worst. Similarly, dealing with impending challenges as well as opportunities requires attention to detail and adequate planning. Investing in Technology: Improved satellite imaging capabilities, Met Department's early warning systems and timely inputs helped improve the ability to cope with, and manage difficult situations. The local administration’s reliance on new-age monitoring and communication systems continued to help immensely in evacuation and relief efforts. Today, technology is the key differentiator and enabler across industries. It is therefore important for companies to adapt to changing times and invest in technology to unlock improved levels of efficiency and solve the needs of tomorrow. Harnessing the potential of the youth: A record 1.2 million people were evacuated in 24 hours – 3.2 lakh from Ganjam, 1.3 lakh from Puri. Almost 7,000 kitchens catering to 9,000 shelters were made functional overnight. This mammoth exercise involved more than 45,000 volunteers. Enabling young people to participate and lead grassroot level interventions can help the nation reap rich dividends. It is very important that companies harness the potential and innovation that millennials bring to the table and encourage them to find a bigger purpose, and pursue all-around excellence. At <keyword id="2808667" type="PERSON" weightage="20" keywordseo="OYO">OYO</keyword>, we call all our employees OYOpreneurs since we value their tenacity and entrepreneurial spirit that they embody. Collaboration over competition: The state government received timely information from other forecasting agencies like the Andhra Pradesh government’s Real Time Governance Society (RTGS), the United States Navy’s Joint Typhoon Warning Center, amongst others. We are stronger when we deal with challenges together. It is all the more important to ensure cross-functional collaboration when times are tough – a lesson for corporates and the industry at large. Innovation and thinking on your feet: Ingenuity and innovation helps bridge the gap between strategy and execution. It was interesting to note from reports that at the height of cyclonic activity and rescue operations, a WhatsApp group was created which included – Odisha Chief Secretary, and the respective District Collectors of the vulnerable coastal areas, offering them regular updates which further helped with ensuring timely action. At OYO, many OYOpreneurs refer to me as their Chief Clarity Officer, and I am able to play this role as I am on several WhatsApp groups, including ones with the frontline staff, which helps me stay connected and help navigate through hurdles in a timely manner. Multiple channels of communication: At OYO, we believe that over communication is always better than leaving things to assumption. In tough times, employing multiple channels and mediums to spread the word can help ensure widespread awareness about decisions taken, minimise rumor mongering and establish necessary touchpoints. The authorities in Odisha spread the warning message through multiple mediums — employing television channels, early warning system towers which are structures along the coastline that can blow a siren over a radius of 1.5 kms, and millions of text messages among other modes of communication. Sweat in peace to bleed less in war: When we prepare for adversity during good times, we are better equipped to not just meet, but overcome challenges. Following the 1999 super cyclone, a critical step taken by authorities in Odisha was the construction of hundreds of cyclone shelters along the coast. These two-storey structures, constructed a few kms from the seashore and designed by researchers at IIT Kharagpur, proved their mettle. Each of the estimated 879 multipurpose cyclone shelters housed hundreds of people. On June 19 every year, Odisha holds mock simulations and familiarisation exercises on flood and cyclone management to test the preparedness of ODRAF, NDRF and, fire personnel. Prepping for the last mile: After the cyclone, relief packages and relief fund donations have picked up and require our assistance. The last mile, therefore, is all about maintaining the pace and direction of effort and consistently delivering on promises made for both organisations and relief operations. As we prepare for a better tomorrow, the objective should be to not just get ahead of the problem but find lasting solutions. In a post-cyclone scenario that may mean, constructing cyclone-resistant homes across coastlines. For example, people living across 17,000 houses in Ganjam tehsil did not have to escape to cyclone shelters owing to the structures set up a couple of years ago with the help of WorldBank’s loan assistance programme for affordable housing. For companies and corporate leaders, a post-adversity scenario may mean taking bold decisions, going back to the drawing board where necessary and moving forward on much-needed goals. See Also: <a href="https://www.businessinsider.in/cyclone-fani-has-brought-back-horrid-memories-of-the-super-cyclone-in-1999-that-claimed-nearly-10000-lives/articleshow/69158309.cms">Cyclone Fani has brought back horrid memories of the super cyclone in 1999 that claimed nearly 10,000 lives </a> <a href="https://www.businessinsider.in/a-special-bus-is-helping-thousands-of-odisha-fani-victims-get-clean-water-thanks-to-a-giant-purifier-on-board/articleshow/69325190.cms">A special bus is helping thousands of Odisha Fani victims get clean water – thanks to a giant purifier on board</a> <a href="https://www.businessinsider.in/effect-on-odisha-without-electricity-seen-using-nasa-satellite/articleshow/69252645.cms">In Pics: How Cyclone Fani plunged 3.4 million homes into darkness</a>

A boy who lived through the 1999 Odisha cyclone is a billionaire now – and here's what he learnt from Fani

<ul><li><a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink">Global Trends Festival</a> is one of the world's most prestigious events which will be live from Oct 19-23.</li><li>While nobel laureates, some of the biggest political and corporate icons will provide thought leadership, it's a great platform to network with CXOs from around the world.</li><li><a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink">Global Trends Festival 2020</a> is presented by <a href="https://www.businessinsider.in/trendsfestival" data-type="tilCustomLink"></a><a href="https://aws.amazon.com/" data-type="tilCustomLink">AWS</a>.</li><li>Get your tickets now from <a href="https://in.bookmyshow.com/events/business-insider-global-trends-festival/ET00137578" data-type="tilCustomLink">BookMyShow</a>.</li></ul> A 13-year-old Ritesh Agarwal sold mobile SIM cards at his <a href="https://www.thegeniusworks.com/2020/05/the-rise-of-oyo-the-worlds-fastest-growing-hospitality-brand-from-india-offering-tasteful-spaces-whenever-you-need-them-at-unbeatable-prices/#:~:text=At%20the%20age%20of%2013,college%2C%20but%20soon%20dropped%20out.&amp;text=In%202018%2D19%20OYO%20raised,billion%20through%20Agarwal's%20own%20investments.">small town of Odisha</a>, Titilagarh. Six years later, in 2013, Ritesh Agarwal came up with a digital solution to integrate unbranded hotels, homes, and living spaces, which many called AirBnB with a twist. Today, the $10 billion startup, OYO, is a household name in India and one of the world’s largest hotel chains. And, the 27-year old Agarwal is one of the youngest billionaires in the world. Agarwal, the early bird, is reaping the benefits of embracing technology early, and wants to share his convictions about the power of technology at <a href="http://trendsfestival.in/" data-type="tilCustomLink">Business Insider Global Trends Festival 2020</a>. The pandemic is testing OYO’s mettle and Agarwal’s survival instincts In the last seven years, OYO has grown in leaps and bounds. It has over a million rooms in India, with their lease and franchise model. It has also expanded to China, US and Europe. The next phase was an aggressive growth strategy including takeovers and acquisitions including Leisure group, a rental company in Europe and Las Vegas Hooters property in the US. However, like anyone in the hospitality business will tell you, the COVID-19 pandemic has forced a reset. The backing from Softbank will be useful but recovering from the nearly-fatal blow of the pandemic will need more than just money. Does Agarwal have another secret key to success? Don’t miss the <a href="http://trendsfestival.in/" data-type="tilCustomLink">Global Trends Festival 2020</a>. SEE ALSO: <a href="https://www.businessinsider.in/business/news/dont-miss-ajay-piramal-chairman-piramal-group-a-master-deal-maker-with-business-in-30-countries-at-the-global-trends-festival-2020/articleshow/78054719.cms" data-type="tilCustomLink">Don’t miss Ajay Piramal, a master deal maker with business in 30 countries, at the Global Trends Festival 2020</a> <a href="https://www.businessinsider.in/business/news/deepak-parekh-chairman-hdfc-a-legend-from-indias-financial-capital-at-global-trends-festival-2020/articleshow/78012923.cms" data-type="tilCustomLink">Deepak Parekh, a legend from India’s financial capital, must be on your watchlist at Global Trends Festival 2020</a> <a href="https://www.businessinsider.in/business/news/benefits-and-extra-attractions-for-the-attendees-of-the-business-insider-global-trends-festival/articleshow/78037583.cms" data-type="tilCustomLink">Benefits and extra attractions for the attendees of the Business Insider Global Trends Festival</a>

Watch out for OYO’s billionaire founder Ritesh Agarwal talking tech at Global Trends Festival 2020

<ul><li>Internet harassment against women is at an all-time high in India. </li><li>To help address this issue, OYO is discouraging smutty comments directed towards women on its social media tactfully. </li><li>This initiative also led to improved behavior on the company’s social media, with a 42% drop in negative sentiment towards the brand in less than two weeks (precisely 11 days). OYO also observed some users deleting distasteful comments.</li></ul>“Have we ever come across a woman who hasn’t faced online threats, trolling or harassment at least once in her life? And how are we as members of a responsible society tackling this menace?” These were some of the questions that Mayur Hola, Head of Global Brand, <keyword id="4964826" type="PERSON" weightage="20" keywordseo="OYO-hotels">OYO Hotels</keyword> &amp; Homes pondered upon. The answer came to him through a quick scan on social media. As internet harassment against women reaches an all-time-high in India, OYO Hotels and Homes decided to tackle this situation tactfully by using Online Relationship Management (ORM). In OYO’s efforts to make online spaces safe for women, the startup took on online harassers across its social media platforms by identifying offensive or vulgar comments directed towards women and reinforced trollers to spread positivity and cheer. To achieve this, OYO’s in-house Brand and Social Media teams creatively leveraged ORM. A first responder function that is used to curb negative sentiment, and instead got it to motivate users to respect women. <div type="Youtube" id="AaZYkS8P8oI" title="Making online a safe space for women every single day" thumbUrl="https://i.ytimg.com/vi/AaZYkS8P8oI/mqdefault.jpg"></div> Not only did OYO discourage users who left smutty comments, it’s initiative also led to an improved behavior on the company’s social media -- with a 42% drop in negative sentiment towards the brand in less than two weeks (precisely 11 days). OYO also observed some users deleting distasteful comments. Additionally, post-OYO’s active outreach campaign, the company’s social media platforms are now witnessing a higher share of positive or neutral speech at 26% and 62% respectively in comparison to only 12% comprising negative comments. Hola said, “As a hospitality chain, it is our responsibility to provide safe spaces for all our guests and especially women, be it offline at our hotels and indeed online on our social platforms. With this core thought, we mobilised ORM, usually, a function that deals with consumer complaints and transformed it into a first responder that supports women and corrects lewd behavior. This is brand building at its simplest yet deepest level. This campaign started out as a Women’s Day initiative and has now become a policy at OYO. We are now tackling this issue on a daily basis by identifying lewd trolls targeted towards women and schooling them through positive reinforcement.” Talking about how brands can use their power to spur a change, Hold added, “A brand has to influence behavior, both within the organisation as well as our consumers or external audience. We as a brand want to set an example and not stay at the surface level. This policy does both. It essentially walks the talk of our content. We’re super thrilled to share that since the past couple of weeks since this has gone live, there’s been a significant drop in <keyword id="1423058" type="PERSON" weightage="20" keywordseo="online-harassment">online harassment</keyword> of women on our platforms. Similarly, we will continue to mobilise every part of our organisation to address various issues that exist in the social media world. This is a first but very important step in tackling lewd behavior against women. By creatively addressing such social issues, there is a lot more we will continue to fix going forward.”

You Searched For "oyo living" and got 12 results

OYO founder Ritesh Agarwal's father falls to death from Gurugram high-rise

IANS

OYO rolls out a discount for Mumbai’s stranded commuters as the city stays on orange alert till July 14

Karuna Sharma

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

Karuna Sharma

Don't moment-market this crisis; there's a special place in communication and marketing hell reserved for that: Mayur Hola of OYO

Karuna Sharma

The founders of OYO and Zomato pump in money to make edtech startup Unacademy worth $3.4 billion ⁠— a ten fold jump in 18 months

BI India Bureau

Oyo’s co-living venture wants to expand twice over in two months

Sanchita Dash

Over 8.5 million new user bookings were made on the OYO app and website in 2020: Rohit Kapoor

Karuna Sharma

This Indian startup is offering budding entrepreneurs mentorship – and a free home

Sanchita Dash

OYO’s Valentine’s Day campaign with Neena Gupta and Swanand Kirkire stands out in the clutter of mushy, young love

Karuna Sharma

A boy who lived through the 1999 Odisha cyclone is a billionaire now – and here's what he learnt from Fani

Ritesh Agarwal

Watch out for OYO’s billionaire founder Ritesh Agarwal talking tech at Global Trends Festival 2020

BI India Bureau

OYO aims to create a safe online environment for women with its latest initiative

BI India Partner

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