Ep 94 : Mayur Hola on Transforming Brand OYO - Strategic Marketing Case Study

Jagged with Jasravee : Cutting-Edge Marketing Conversations with Thought Leaders

‘Come to OYO’ Campaign won big at the 2022 Jay Chiat Awards. What was the business & the brand challenge, the consumer insights and the communication strategy behind the unique campaign ?

How did 'Come to OYO' campaign evolve over subsequent years? What was the cumulative impact on brand and business of 11 films in multiple languages?

How coming together of 3Ks- KJO, Kukki and Krrish campaign drive conversations and what was the marketing objective behind it ?

Why did OYO’s brand image need a complete overhaul with women consumers? Please share the challenge and key insight that led to ‘#Showsomerespect’, an ORM exercise that won over women?

How did Paper to Pixel create positive buzz and increase brand consideration of OYO ?

Mayur answers the above questions and many more as he takes on a journey of how he & his team transformed Brand OYO in a space of 3-4 years, and in doing so won the most prestigious Global Awards for marketing effectiveness including Jay Chiat & WARC awards (2 Golds, 2 Silvers respectively in the same year AND a Grand Prix)

Mayur Hola is SVP, Global Brand at OYO. He has built brand into a strategic marketing and growth engine and transformed brand OYO. Today OYO ranks amongst the top 10 most effective brands as recognized by global benchmarks such as WARC, Jay Chiat & Effies. In the past, he has worked as senior creative leader in advertising industry working on many of the world's biggest brands like Coca-Cola, Domino's, TrueCaller, MasterCard, Reckitt, National Geographic etc.

Please connect with Mayur Hola on Linkedin https://www.linkedin.com/in/mayurhola/

Email Mayur at [e-mail]

Jagged with Jasravee is facilitated by Jasravee Kaur Chandra, Director- Brand Building, Research & Innovation at Master Sun, Consulting Brand of Adiva L Pvt. Ltd. Jasravee has over 20 years experience as a Strategic Brand Builder,Communications Leader and Entrepreneur.

Please visit Jasravee at https://jasravee.com/

Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/

Email Jasravee at [e-mail]

Index of Content

00:00 Preview & Introduction to Mayur Hola

03:25 Come to OYO Campaign - The Context of OYO, Organizing the Unorganized Hotel Segment

06:25 How OYO Brand Was Created - Value Brands are Looked Upon by Opinion Makers

07:40 How OYO Brand was Created - ConsumerTech Startups don’t focus on Brands , Brand Built by Pop Culture

10:30 OYO Brand Value Proposition - Location, Price ,Availability

12:10 Come to OYO Campaign - Learning from Consumers

14:35 Come to OYO Campaign - India’s Lack of Space & OYO’s Ubiquitousness

18:11 Come to OYO Campaign - Hotel Owner’s Perspective, Challenge to Create Demand

26:11 Driving Emotional Perception for a Brand - Kjo, Krrish and Kukki (3K) to OYO's Rescue Campaign

28:11 Driving Emotional Perception for a Brand - Cadbury, Zomato

30:52 3 K Campaign - Targeting Premium Families & Shareholders

34:52 3 K Campaign - Driving a Narrative, Conversations, Influencer s

41:20 Paper to Pixel Campaign - How OYO Increased Brand Consideration

46:55 Paper to Pixel Campaign - Association with Olympics, Women Safety

49:40 ‘Safe for Women’ Campaign through ORM (Online Relationship Management ) - Case Study on Brand Purpose

58:35 Rapid Fire - Personally Speaking with Mayur Hola

01:01:30 Connect with Mayur Hola

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