- PRISM launched “Rising OYO” to boost brand visibility in tourist states.
- The initiative will initially cover 500 OYO hotels in 20 cities across five states.
- OYO’s circular red logo is reintroduced to reinforce brand recognition.
OYO PARENT PRISM launched its “Rising OYO” campaign, a nationwide initiative to strengthen on-ground brand visibility in major Indian tourist states. The program will initially cover 500 OYO hotels across 20 cities in Uttar Pradesh, Tamil Nadu, Karnataka, Andhra Pradesh and Rajasthan.
The pilot phase has begun across 50 properties in high-traffic hubs including Lucknow, Varanasi, Bengaluru, Chennai, Jaipur and Hyderabad, PRISM said in a statement. It is also reintroducing OYO’s circular red logo, which helped build brand recognition across markets. The branding ensures OYO properties are identifiable from a distance, reinforcing consistency for travelers.
“By bringing back OYO’s iconic red circular branding at scale, we aim to strengthen on-ground visibility for our hotel partners and make it easier for travellers to instantly recognise and trust the brand,” said Varun Jain, PRISM’s chief operating officer for India. “As religious tourism, short getaways and workations continue to rise, this campaign aims to position OYO as a brand fully equipped to catering to those making instant travel decision.”
The Rising OYO campaign aims to boost brand recall, encourage walk-in discovery, increase bookings, and help hotel partners track demand across markets, the company said. Early implementation has increased brand visibility and traveler engagement.
PRISM is led by Founder and Group CEO Ritesh Aggarwal, who also chairs G6 Hospitality, parent of Motel 6 and Studio 6. As of June 30, 2025, PRISM has more than 22,000 hotel and 123,000 home storefronts across more than 35 countries.
Under the Rising OYO initiative, participating hotels will display large-format OYO branding on façades, rooftops, and outdoor signage to improve visibility in urban areas, along highways, and across travel corridors where travelers make on-the-spot accommodation decisions, the statement said. The campaign will also extend to business and leisure hubs such as Delhi–NCR and religious tourism destinations including Rishikesh, Amritsar, Puri, and Ayodhya, where domestic travel demand remains strong.
Domestic air passenger traffic reached 153 million in 2025, up 12 percent year-on-year, driven by religious tourism, regional connectivity, and flexible work patterns, the statement said, citing data from the Directorate General of Civil Aviation.
PRISM recently appointed former Securities and Exchange Board of India Chairman Ajay Tyagi as an independent director to strengthen the board and governance ahead of public market access. The company reported a profit after tax of about $27 million, with revenue rising about 20 percent year-on-year to around $690 million in fiscal 2025.
