Devising a very effective and suitable campaign for the brand by understanding the buyer persona of the customer and then analyzing what types of marketing strategy work best for the brand and accumulating all of this to come up with an effective Media Mix.

1. OYO
Media Planning
By
Ayush Gupta, Tanvi Mehta, Tapan Desai

2. CAMPAIGN STRATEGY MEDIA MIX MEDIA SHEET
ABOUT BUYER PERSONA

3. ABOUT
01

4. INTRODUCTION
Oyo Rooms (stylised as OYO), also known as
Oyo Hotels & Homes, is a Indian hotel chain. It
is one of the largest and fastest-growing
hospitality chain of leased and franchised
hotels, homes and living spaces. Founded in
2013 by Ritesh Agarwal, OYO initially consisted
mainly of budget hotels. The startup expanded
globally with thousands of hotels, vacation
homes and millions of rooms in hundreds of
cities in India, Malaysia, UAE, Nepal, China,
Brazil, Mexico, UK, Philippines, Japan, Saudi
Arabia and other countries.

5. VALUES
STANDARDIZED AFFORDABLE TECHNOLOGY DRIVEN

6. USP
Chic spaces with
modern amenities
Best in Class
Efficiency
Standard Services
Quality
Surprisingly
Unordinary

7. 01
OYO TOWNHOUSE
Your Friendly Neighbourhood
Hotel
OYO SILVERKEY
Executive Stays
OYO HOMES
Unlocking Homes

8. BUYER
PERSONA
02

9. Buyer Persona 1 - (FAMILY)
NAME Tapan
Muthuswami
Iyer
AGE 38
GENDER Male
OCCUPATION Working
Professional
LOCATION Mumbai
Director of salesDesignation
Salary
Lifestyle
Media
Consumption
Rs - 3.5 Lacs per month
Upper middle class, Owns an
iPhone, Invests in stocks, Takes
a family vacation once a year
(Abroad), Weekend getaways or
mini vacation 3-4 times a year
Reads the newspaper
everyday, subscription of
Magazines like forbes, has
E-newspaper on phone,
post a lot of family pictures
on Facebook.

10. Buyer Persona 2 - (Business Executive)
NAME Anvita Patel
AGE 32
GENDER Female
OCCUPATION Working
Professional
LOCATION Mumbai
Events HeadDesignation
Salary
Lifestyle
Media
Consumption
Rs - 1 Lac per month
Middle class, Owns the latest One
plus, Invests in SIP’s, Mutual
funds, Takes a family vacation
once a year (India/Abroad
depends on the budget),
Weekend getaways with friends
are very often,
Inshorts is a go to app for
news for her, Posts a lot of
travel and events pictures
on Instagram and
Facebook.

11. Buyer Persona 3 - (Unmarried Couple/Youth)
NAME Md.
Ayushuddin
Qureshi
AGE 23
GENDER Male
OCCUPATION Student &
Intern
LOCATION Mumbai
Finance InternDesignation
Stipend
Lifestyle
Media
Consumption
Rs - 20,000 per month
Middle class, Owns an Xiaomi
phone, has previously invested
FD’s by parents, started learning
how to invest in stocks, Takes a
family vacation once a year,
Loves going out to new
restaurants, Looks for coupon
codes and good deals.Loves binge watching has
Hotstar and Amazon
Prime Video subscription,
Active on TikTok,
Instagram and Facebook.

12. CAMPAIGN
STRATEGY
03

13. HASHTAG: #OYOFORALL
TAGLINE: Affordability combined with Luxury
OBJECTIVE: Driving Traffic to the Website and APP Installs
TARGETING: Unmarried Couple/Youth, Family, Business Executives/Corporates
CAMPAIGN STRATEGY:
To attract possibilities to the intrigue/Consideration stage, it takes a strong unique selling
proposition and that is the thing that our campaign is about. As per our research OYO has a
lot of Awareness but lacks at the conversion stage. The Reason being individuals have an
awful observation about the brand wherein they feel if the pricing is so moderate it
certainly won't be up to their desires. They have read bad reviews and are not prepared to
trust as they feel it is a lodging mostly for couples. The hashtag #OYOFORALL urges
individuals to book an OYO on the grounds that it is a lodging for everybody be it your
Vacation plans, Leisure time or your Business trip. With just a click away OYO encourages
them to facilitate the lodging booking process by eliminating the Travel agent and the
problem that accompanies it.

14. MEDIA MIX
(Earned & Paid)
04

15. AD SET 1 - Family
TYPE OF CAMPAIGN - Aiming to display the unique design,
private homes like location with predictable high-quality
amenities
MEDIA - Facebook Carousel
TYPE - CPC
PLACEMENT - Facebook Desktop and Mobile Newsfeed.
According to consumer surveys, people hate intrusive ads,
including pop-up ads and video ads that play automatically with
sound on. Desktop news feed ads, on the contrary, blend with
its environment and does not interrupt the user experience.
MOTIVE - An ease of hassle free booking and availability of
standard amenities and to focus on our OYO Townhouse
meant exclusively for our Business Executives
AGE RANGE - 30-38

16. AD SET 2 - Business Executive
TYPE OF CAMPAIGN - An aim to showcase the brand message
of luxury in an affordable price for all kind of Business Trips
MEDIA - Facebook Carousel
TYPE - CPC
PLACEMENT - Facebook Desktop and Mobile newsfeed.
According to consumer surveys, people hate intrusive ads,
including pop-up ads and video ads that play automatically with
sound on. Desktop news feed ads, on the contrary, blend with
its environment and does not interrupt the user experience.
MOTIVE - An ease of booking and availability of luxurious
amenities and to focus on our OYO Silver Key meant
exclusively for the Business Executives
AGE RANGE - 28-36

17. AD SET 3 - Unmarried couple/Youth
TYPE OF CAMPAIGN - An aim to showcase the brand message
of accessibility, affordability and predictability.
MEDIA - Instagram Story/Sponsored AD
TYPE - CPC
PLACEMENT - Instagram’s feed
MOTIVE - An ease of booking and availability of standard
amenities and focusing on the couple friendly aspect
AGE RANGE - 21 - 28

18. AD PLACEMENT

19. AD SET 1
MEDIA - Display AD
TYPE - CPC
PLACEMENT - Economic Times Banner
AGE RANGE - 30-38
WHY? - Display Ads to the elderly age range who
belongs to both the Corporate and Family
environment, it’s difficult for them to give time to
each and every other thing. Hence they prefer to be
updated with the digital means of NEWS apps like
the Economic Times.

20. AD SET 2
MEDIA - Banner AD
TYPE - CPM
PLACEMENT - Inshorts Banner
AGE RANGE - 28-36
WHY? - Banner Ads to the young age of working class
people wholly and solely devote their time to the
working environment. Inshorts are their way of ”Go to
news app”. Hence, a banner ad on the app will attract
more impression of the users.

21. AD SET 3
MEDIA - VIDEO AD
TYPE - CPM
PLACEMENT - Hotstar App
AGE RANGE - 21 - 28
WHY? - The OTT platforms are the most entertaining
platforms for people of all the age range specially for the
Younger Generation or as we call them “Gen Z”. The Video
Ads on the video streaming platforms will be a direct target
to the audience of these age range for a larger amount of
Impressions.

22. AD PLACEMENT
DISPLAY BANNER AD INSHORTS AD HOTSTAR VIDEO AD

23. MEDIA SHEET
05

24. Media Planning Sheet
here

25. THANK YOU!