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The pandemic jolted several countries into lockdown, with India implementing one of the world’s largest and stringent ones. As the country takes a step towards normalcy with each unlocking phase, people are excited to walk freely across the streets, visit salons, meet their family and friends after long and of course, turn up their engines and hit the roads, but with gallons of hand sanitisers, masks and gloves. As India beams with confidence to move forward and travel again, this Independence Day, OYO took a unique twist on the concept of ‘celebrating freedom’ and thereby, launched its Road Trippin campaign under the larger theme #DekhoApnaDesh. As a part of the campaign, the world’s leading hospitality chain also joined hands with the country’s favourite men on the highway - Rocky and Mayur to inspire travellers itching to step out of their homes to put their cars in gear and head on exciting road trips across India, safely.

In the first phase of the campaign, OYO released a digital film on Road Trippin, as a kickstarter to a full-fledged Vlog series, scheduled to be aired on History TV18 from August 28, 2020. The series will feature Rocky and Mayur trail around the highways across Rajasthan in its first phase. While on the road, the duo will be staying at OYO properties across the state’s most scenic cities including Jaipur, Ajmer, Mount Abu, Chittorgarh, Udaipur, Bundi and Pushkar.

The promo:

The concept of the film revolves around the aspirations of Indians to travel again after spending months under lockdown, but safely through road trips and practicing the necessary precautionary measures. The film features the protagonist staring at his car that’s been lying in the parking lot for months together, while he has been sipping over endless cups of tea, waiting to head out of his home. The film subtly highlights the protagonists heading to an OYO Townhouse, where OYO’s on ground staff follows safety protocols implemented through OYO’s Sanitised Stays initiative. It ends with Rocky encouraging people to hit the road, and while doing so, stay at an OYO. The film has a quirky Haryanvi narration (with English subtitles), with a folk lo-fi track composed by Shashwat Srivastava for an upcoming feature film, Ranj. The digital film is conceptualised by OYO’s in-house team and produced by Flying Elephants. OYO will further promote the film and roll out a social campaign.

OYO’s consumer use cases highlight that 56% consumers are inclined towards taking roadtrips as lockdowns ease across the country. Majority of OYO’s social audience also picked travelling by road as their top mode of commute. According to OYO’s internal survey results, 50% Indians will choose to travel within a motorable distance of 200 kms or neighbouring towns/states. All in all, OYO recognises that consumer demand for inter-state road travel is high and thereby tapped into that demand with this Vlog series and a high impact influencer activation.

Commenting on the idea behind the film, Mayur Hola - Head of Global Brand, OYO Hotels & Homes, said, “The stash of throwback pictures is exhausted. ‘Earth is healing’ and the ‘unicorns are back’ posts are passé. Jhadu-pocha, baking-cooking is now drudgery inc. Basically we’re all done here. With air travel taking a back seat in the near future, most of us want to hit the road and getaway. Many are doing so already. All our surveys are throwing up the same. So we hit up our old mates from the highway - Rocky & Mayur. Their brand and ours fit like a glove. RnM are hearty, unassuming, happy go lucky and indeed for everyone. As is OYO. We did a virtual jhappi-pappi and off we go on a journey that begins with this campaign.”

He added, “We’re all about creating engaging and relatable experiences for our consumers on-ground and online. With this we will highlight OYO’s Sanitised Stays in some swell properties and familiarise our guests with our partners & employees who stand ready to welcome everyone. Masks on, a gentle ‘Namaste’ over a firm handshake while maintaining high standards of sanitisation.”

Recently, OYO also partnered with Unilever, the global consumer goods company, to enhance OYO’s ‘Sanitised Stays’ initiative with the help of Unilever’s leading home and personal hygiene brands which will be used in the cleaning and disinfecting of OYO properties.