OYO turns hotel facades into branding formats
By M4G Bureau - October 10, 2018
The brand will redesign facades of 100+ hotels in Bengaluru, with visuals painted by veteran hand paint artist Kafeel Ahmed Ansari
OYO, South Asia’s largest and world’s fastest growing hotel chain, rolls out a nationwide campaign “City Vibes” that features a supergraphic of its logo on the facades of its property, both to improve brand visibility and recall. Through this campaign, OYO wants to take a step further and use the facades of select hotels as a canvas to celebrate the city’s vibes, while creating a moment of delight for customers. Starting with Bengaluru, OYO will use veteran street artist Kafeel Ahmed Ansari’s (Painter Kafeel) rendition of “Bengaluru the Bengaluru Way,” featuring top hotspots of the city on the facades of 100+ OYO hotels in Bengaluru as a part of this campaign. This campaign will see different renditions of the theme “City Vibes” as it transgresses to 25+ cities and over 1,000 hotels in India.
Commenting on the drive christened as ‘’City Vibes’’, Burhanuddin Pithawala, VP - Conversions, OYO, said, ‘’As a brand, we value the experience of our guests and want to put a smile on their face whenever they are staying with us. Recently, we conducted a survey amongst a select group of our guests in Bengaluru, where 53% of them felt that a good-looking and well-painted exterior is an important factor while booking a hotel. Over 57% of them stated that they may not go ahead with their booking in case a hotel’s exterior doesn’t match their expectations, while over 37% said they will definitely cancel their booking on this ground. With this in mind, we chose to design a colourful facade depicting the top hotspots of Bengaluru, which form the city’s heart and soul. These supergraphics are painted by Painter Kafeel, a street art maestro who hails from a small town in Uttar Pradesh.”
50 year old Kafeel Ahmed Ansari, who has never been to school, started painting even before he turned 10, which earned him the title of Painter Kafeel. He has today established himself as one of Delhi’s most recognised street painters and has won several accolades around the world. Talking about the campaign, Painter Kafeel said, “When OYO approached me to help in painting the designs for the facades and discussed the concept of “City Vibes”, I was more than thrilled. This was a good opportunity for me to take a step forward from designing and painting banners using new and unique fonts for creating a beautiful visual that will catch people’s attention. I hope onlookers love it,”
These OYO supergraphics can be spotted at various hotels located in Koramangala, Whitefield, Hebbal, Hosur Road, Gandhi Nagar, Majestic, Indiranagar, Bellandur, Koramangala, Marathahalli, Rajajinagar, Bellandur, Bannerghatta Road, Malleswaram, Ulsoor, Domlur, and all key areas of Bengaluru and OYO is planning to expand the magnitude of the drive in the coming days to over 25+ cities across the country, which will include New Delhi, Gurgaon, Chennai, Pune, Kolkata, Mumbai, Hyderabad, Goa, among others.
Burhan added, ‘’Over the last four years, OYO has expanded its footprints to over 5 countries, with over 10,000 exclusive hotels as a part of its network and hosts over 125,000 guests every night. Through these years, our marketing budgets have remained flat, while our NPS has increased to 45%, an industry benchmark. Our supergraphics have here played a key role in helping build brand visibility and recall. With the “City Vibes’’ we are taking a step ahead by celebrating “Bengaluru the Bengaluru way”, by featuring the most loved places in the city in our visually stunning supergraphics. From day one of starting our operations in the city, Bengaluru has grown exponentially and continues to be a strong performer for us. We look forward to delighting more guests in the days to come while using these exteriors as our canvas. We are here to paint Bengaluru OYO!’’