Ep 94 : Mayur Hola on Transforming Brand OYO - Strategic Marketing Case Study
\u2018Come to OYO\u2019 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 ?
\nHow did 'Come to OYO' campaign evolve over subsequent years? What was the cumulative impact on brand and business of 11 films in multiple languages?
\nHow coming together of 3Ks- KJO, Kukki and Krrish campaign drive conversations and what was the marketing objective behind it ?
\nWhy did OYO\u2019s brand image need a complete overhaul with women consumers? Please share the challenge and key insight that led to \u2018#Showsomerespect\u2019, an ORM exercise that won over women?
\nHow did Paper to Pixel create positive buzz and increase brand consideration of OYO ?
\nMayur 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)
\nMayur 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.
\nPlease connect with Mayur Hola on Linkedin https://www.linkedin.com/in/mayurhola/
\nEmail Mayur at mayurhola@gmail.com
\nJagged 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.
\nPlease visit Jasravee at https://jasravee.com/
\nConnect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/
\nEmail Jasravee at jasravee@theadiva.com
\nIndex of Content
\n00:00 Preview & Introduction to Mayur Hola
\n03:25 Come to OYO Campaign - The Context of OYO, Organizing the Unorganized Hotel Segment
\n06:25 How OYO Brand Was Created - Value Brands are Looked Upon by Opinion Makers
\n07:40 How OYO Brand was Created - ConsumerTech Startups don\u2019t focus on Brands , Brand Built by Pop Culture
\n10:30 OYO Brand Value Proposition - Location, Price ,Availability
\n12:10 Come to OYO Campaign - Learning from Consumers
\n14:35 Come to OYO Campaign - India\u2019s Lack of Space & OYO\u2019s Ubiquitousness
\n18:11 Come to OYO Campaign - Hotel Owner\u2019s Perspective, Challenge to Create Demand
\n26:11 Driving Emotional Perception for a Brand - Kjo, Krrish and Kukki (3K) to OYO's Rescue Campaign
\n28:11 Driving Emotional Perception for a Brand - Cadbury, Zomato
\n30:52 3 K Campaign - Targeting Premium Families & Shareholders
\n34:52 3 K Campaign - Driving a Narrative, Conversations, Influencer s
\n41:20 Paper to Pixel Campaign - How OYO Increased Brand Consideration
\n46:55 Paper to Pixel Campaign - Association with Olympics, Women Safety
\n49:40 \u2018Safe for Women\u2019 Campaign through ORM (Online Relationship Management ) - Case Study on Brand Purpose
\n58:35 Rapid Fire - Personally Speaking with Mayur Hola
\n01:01:30 Connect with Mayur Hola
\nFollow Jagged with Jasravee on Social Media
\nCampsite One Link : https://campsite.bio/jaggedwithjasravee
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