OYO unveils ‘Raho Mast’ campaign with three quirky ad films

With an aim to reach 75 million consumers across the country, the campaign will go live across digital channels such as YouTube, Facebook, Instagram, Twitter, Tik Tok and Gaana

e4m by exchange4media Staff
Updated: Nov 28, 2019 3:33 PM
OYO Raho Mast

OYO Hotels & Homes, the world’s second-largest chain of hotels, homes, managed living and workspaces, today rolled out its new campaign - ‘OYO, Raho Mast’. The five-week-long burst is LIVE across television, digital and social media platforms.

OYO was established with the vision of creating affordable, accessible and quality living spaces with standardized amenities and service delivery designed to suit the needs of every pocket. For years, more often than not travellers and city-dwellers were forced to compromise on location, quality, and price. OYO eliminates the price disparity that we have come to expect from the interference of touts and ensures that safe and secure, comfortable hospitality options are available to everyone, everywhere at the tap of a button. Rooted in this thought, the true essence of OYO - Raho Mast comes alive with the idea that OYO exists to help fulfil your purpose to get out there, to travel, to work, to relax, to bond, to just be. To lead a good life. With OYO you find a quality living space in your budget, more options and a chance to dream bigger and better.

Inspired by real-life experiences of diverse travellers, the campaign creatively narrates three stories showcasing challenges faced by varied consumer segments. Through a humorous take, three films illustrate the consumers’ behaviours, changing needs and resultant trends; ultimately highlighting OYO’s differentiated offerings for everyone (to live a good life or raho mast). The three films look into the lives of a family, business travellers and couples and subsequently, how they have found the best solution with OYO, during their usually chaotic travel and stays.

Reflecting on the television campaign, Aditya Ghosh, CEO, India & South Asia, OYO Hotels and Homes said, “We are excited about this new Raho Mast brand campaign. Great brands are built when you are answering to the consumer's needs, doing it consistently and delivering on your promises. With its funny, quirky and yet relevant approach, the Raho Mast brand campaign reflects on what the average Indian consumer goes through and how OYO can help make the experience hassle-free at every touch-point. The red and white OYO sign stands for our enduring belief that low cost has nothing to do with low quality.”

Announcing the launch of its television campaign, Gaurav Ajmera - Chief Operating Officer, OYO Hotels & Homes, India said, “We are thrilled to launch ‘OYO - Raho Mast’. With this campaign, we would like to strike a chord with our consumers by providing the best hospitality solution to end their travel woes with our standardized and comfortable stay offerings, at good value for money. Our journey so far has been nothing short of exceptional and we truly believe that this has only been possible because of the love our guests have shown us. These TVCs are an ode to our guests, who continue to inspire us in making OYO their most-preferred hospitality partner whenever they travel. We will continue our efforts towards providing a seamless and happy experience to consumers by eliminating the hassles that come along with hotel bookings.”

Starting 25th November until 3rd January, the campaign aims to build awareness about OYO as a hotel brand through reach based mass approach with high frequency. The three brand films will be seen across multiple television channels including primetime slots, with a major focus on GEC, Hindi Movies, Hindi News, English News, Music and several regional genre platforms.

To increase visibility, glimpses of the campaign will appear on popular Indian entertainment shows like Indian Idol, Bigg Boss and The Kapil Sharma Show. With an aim to reach 75 million consumers across the country, the campaign will go live across digital and social media channels like Youtube, Facebook, Instagram, Twitter, Tik Tok, Gaana among many others. Simultaneously, the campaign will be amplified through an influencer marketing campaign with noted celebrities and social media content creators.

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