ZARZA We are Zarza, the prestigious firm behind major projects in information technology.
Listen "Ep 94 : Mayur Hola on Transforming Brand OYO - Strategic Marketing Case Study"
Episode Synopsis
‘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 [email protected]
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 [email protected]
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
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
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 [email protected]
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 [email protected]
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
Follow Jagged with Jasravee on Social Media
Campsite One Link : https://campsite.bio/jaggedwithjasravee
In God we trust