MAM
Micromax’s new TVCs take on Samsung
MUMBAI: Micromax has launched its new television campaign titled ‘Why Y’ conceptualised and created by Lowe Lintas and Partners.
The new TVCs are for Micromax’s new smartphones – Superfone Ninja 3.5 and Superfone Ninja 4. These two phones have been pitched directly against rival Samsung’s Galaxy Y and hence ‘Why Y’.
The campaign takes a direct dig at the Samsung Galaxy Y campaign released a few months back. These films pick up from where the Samsung’s campaign for Galaxy Y climaxes.
Lowe Lintas and Partners NCD Amer Jaleel said, “The TVCs we have created for Micromax are a take on the Samusng’s commercial in which a girl calls a man ‘Uncle’. In the category of technology one always has to go ahead by leaving someone behind.”
In the Micromax Why Y campaign, the friends take the center stage and over an interesting conversation, prove the lead lady an “aunty”. The campaign poses a question to the viewers on their misperception of Galaxy Y being superior – therefore the question from Micromax – “Why Y?”
Superfone Ninja 3.5 and Superfone Ninja 4 have been priced at Rs 4999 and Rs 5999 respectively, against Galaxy Y which is priced at Rs 9000.
MAM
Prism launches ‘Rising OYO’ branding drive across 500 hotels
Campaign targets top 5 tourist states with iconic red logo refresh and large-format signage.
MUMBAI: Rising OYO just gave hotels a neon-red glow-up because when travellers spot that circle from the highway, even the GPS starts whispering “you’ve arrived.” Prism (Parent of OYO) has rolled out ‘Rising OYO’, a nationwide visibility campaign that will rebrand 500 OYO hotels across 20 high-priority cities in India’s five most visited states in 2024-25: Uttar Pradesh, Tamil Nadu, Karnataka, Andhra Pradesh and Rajasthan. The pilot has already begun at 50 properties in key locations including Lucknow, Varanasi, Bengaluru, Chennai, Jaipur and Hyderabad, with encouraging early results.
The initiative features prominent large-format OYO branding on façades, rooftops and outdoor signage, reviving the brand’s iconic circular red logo to boost instant recognition in dense urban centres, highways and travel corridors. The campaign also covers business hubs such as Delhi-NCR and major religious destinations including Rishikesh, Amritsar, Puri and Ayodhya.
Prism chief operating officer for India Varun Jain said, “By bringing back OYO’s iconic red circular branding at scale, we are strengthening on-ground visibility for our hotel partners while making it easier for travellers to instantly recognise and trust the brand. As religious tourism, short getaways and workations continue to rise, this campaign positions OYO as a brand fully equipped to cater to instant travel decisions.”
Domestic air passenger traffic reached 153 million in 2025, up 12 per cent year-on-year, according to the Directorate General of Civil Aviation, driven by improved connectivity, religious travel and flexible work patterns. Against this backdrop, Rising OYO aims to drive higher brand recall, walk-in discovery and booking uplift while supporting hotel partners with better demand generation.
In a travel market where first sight often decides first booking, PRISM isn’t just painting hotels red, it’s turning them into beacons that shout “OYO” long before the traveller even checks the app.
