WORK

India’s second home

OYO’s US launch – zero TV spend. 4 newly minted Youtube Influencers.

Of all the country launches I spearheaded (China, UK, India, Mexico, Brazil), OYO’s Stateside foray will always stay with me. I deployed frugal but highly effective marketing - giving sassy but unknown netizens, people who might bunk at OYOs, a chance to record their shenanigans across US cities. Their days, nights and exploits kickstarted our US Youtube page, and got us culture cred with a Snap-happy generation.

Pandemic trust-building intervention: see the sanitization

“Sanitized before your eyes” became, more than a hashtag,  a powerful customer retention strategy and work around the same made Oyo’s honesty of purpose stand out in a blitz of mis-information and media finger-pointing. 

Birthing nine tony sub-brands

A part of the OYO playbook has been curating a slew of stay options – each with a distinctive look and vibe. OYO Townhouse, with its distinctive London townhouse-inspired façade, Silverkey – the brand’s service apartment offering, the much-vaunted flagship property at Times Square and OYO Vegas – I’ve led the conception of each of these projects – from nomenclature, look to feel to service entrance.

Iconoclastic Culture – a ready reckoner

Be an Army of One. Over-communicate and over-share. Unique tenets such as these have crafted the working styles of thousands of Oyo employees. It was my task to collate every nuance of our disruptive work style and distill it into a Culture Book.

Delivering OYO Wizard – the father of all loyalty programmes for value seekers

OYO Wizard has seen 9.5 million sign-ups since Day One of its launch. I have been instrumental in its tiering and value offerings and in-app design. It’s roll-out and the process leading to it has been replicated OYO-wide for every consumer product launched hereafter.

A Patron is born. Reframing OYO partnerships.

Having a small hotel owner believe in the brand is core to Oyo’s growth. With new nomenclature, landing pages and a communications how-to, our Net Promoter Score and adoption and consequently revenue, saw an increased uptick.

OYO Rooms to OYO -a sea change in digital metrics and brand perception.

With new product features – nearby stays, premium stay options, easy cancellation, a concerted digital re-brand and left-of-centre work with influencers who don’t have to try too hard, OYO Rooms became OYO – sassier, younger and more in tune with what the world wants from the world’s Number One hotel bookings platform.