OYO Rooms has recently launched their first television commercial titled ‘Aur Kya Chahiye’ which talks about the convenience of booking and standard amenities that all OYO Rooms provide. The brand has used a hashtag ‘#AurKyaChahiye’ to engage with the users on the online forum and create conversations around the brand. The tagline ‘Aur Kya Chahiye’ encapsulates the notion that the brand provides the users with everything they need for a comfortable stay. Two TV films have been launched as of now and unlike their digital ads which were bent heavily on ‘emotion’, these ads are quirky in nature.
Infact the first communication from the brand was made on the digital forum and they released two videos, one during Father’s Day and the other in Independence Day this year. The videos went viral, not only because of the unconventional faces like Raveena Tandon, Manoj Bajpai, Piyush Mishra and Zeeshan Ayyub, but also because of the innovative and differentiated content. The ads have been conceptualised by Boring Brands. Madison Media won the media duties, on the back of a multi–agency pitch that took place a few months ago.
Click here to view the ads:
Giving her views on the ad, Ambika Sharma, Managing Director & CEO, Pulp Strategy, said, “The style of communication is a sea change from the digital films previously, focused and younger. The commercial picks on the small fun moments of 20 somethings, gets the message across. Over all it is interesting and fresh.”
Commenting on the creative insight of the campaign, Anshul Sushil, Co-Founder and CEO, Boring Brands said, “The stories which have been shown in the films, are the actual cases of consumer experiences with Oyo Rooms. Till now we have come out with two films and whether there will be any more, it will depend on the brand’s decision. While making the film, we realised that, people usually end up spending more time in finding a hotel, than sightseeing. We wanted to change this entire harrowing experience of the customers into a lovable one because the concept of OYO Rooms itself is a revolutionary one. The idea was to create an image in the minds of the consumers that OYO Rooms is just around the corner and booking a room will take not less than 5 seconds.”
Ritesh Agarwal, Founder and CEO of OYO Rooms, highlighted, “The problem OYO Rooms was built to combat was that of a lack of predictability and a trust deficiency that Indian travellers had to face. We pride ourselves on being problem solvers with unmatched consumer experience. We have become the go-to option for people looking for convenient stays. These commercials introduce the audiences to the various situations where OYO emerges as the alternative to home.”
Click here to view the digital ad: