PRISM, the parent company of OYO, has launched the Rising OYO campaign to strengthen on-the-ground brand visibility across India’s leading tourist states. The initiative will cover 500 OYO hotels across 20 cities in Uttar Pradesh, Tamil Nadu, Karnataka, Andhra Pradesh, and Rajasthan, providing signage and branding to enhance traveller recall and support hotel partners.
PRISM, the parent company of OYO, has launched the Rising OYO campaign, a nationwide initiative to strengthen the brand’s on-the-ground visibility across India’s most-visited tourist states as domestic travel demand continues to expand. The programme will initially cover 500 OYO hotels across 20 high-priority cities in Uttar Pradesh, Tamil Nadu, Karnataka, Andhra Pradesh and Rajasthan. According to a report by the Ministry of Tourism, these states recorded some of the highest levels of tourist footfall during the 2024-25 period.
The pilot phase of the initiative has already begun across 50 properties located in high-traffic urban and tourism hubs, including Lucknow, Varanasi, Bengaluru, Chennai, Jaipur, and Hyderabad. Early implementation across these locations has produced encouraging results in terms of brand visibility and traveller engagement.
Under the Rising OYO initiative, participating hotels will display large-format OYO branding across building facades, rooftops, and outdoor signage. The move is intended to enhance visibility in dense urban areas and align major highways across key travel corridors where travellers frequently make on-the-spot accommodation decisions. The campaign will also expand to include business and leisure hubs such as Delhi NCR, alongside religious tourism destinations including Rishikesh, Amritsar, Puri, and Ayodhya, where domestic travel demand remains significant.
A key element of the initiative is the reintroduction of OYO’s circular red logo, which previously played a major role in building the brand’s recognition across every market. The refreshed branding aims to ensure OYO properties are easily identifiable from a distance, reinforcing familiarity and consistency for travellers.
Varun Jain, Chief Operating Officer, Indian PRISM, said, “By bringing back OYO’s iconic red circular branding at scale, we are trying to strengthen on-ground visibility for our hotel partners while also trying to amke ot easier for travellers to recognise and trust the brand instantly. As religious tourism short gateways and workstations continue to rise, this campaign aims to position OYO as a brand fully equipped to cater to those making instant travel decisions.”
India’s travel sector continues to record steady growth. According to the Directorate General of Civil Aviation, domestic air passenger traffic reached 153 million in 2025, representing a 12 per cent year-on-year increase. This growth has been supported by rising religious tourism, expanding regional connectivity, and evolving work patterns that allow more flexible travel. Against this backdrop, the Rising OYO campaign is designed to strengthen brand recall, encourage walk-in discovery, and improve booking potential across key markets, while also helping hotel partners benefit from greater demand visibility.
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