MAM
L&K Saatchi & Saatchi strengthens team
MUMBAI: L&K Saatchi & Saatchi has announced the appointment of Trishay Kotwal, erstwhile unit creative director, Lowe Lintas Mumbai, as its executive creative director. In his new role, he will be reporting to L&K Saatchi & Saatchi joint national creative director Kartik Smetacek.
Over the past fifteen years he has worked in New Delhi and Mumbai, across a number of creative agencies including, Lowe, McCann Erickson, and Draft FCB. With experience in varied sectors such as FMCG, automobiles, beauty and broadcast, some of the noteworthy brands he has handled are General Motors, Tata Motors, L’Oreal Paris, Sharp, Star Sports and Byju’s.
Trishay Kotwal commented on his appointment saying, “I was convinced by Anil and Kartik’s vision for the agency and felt it was the right time and that this is the right place. The opportunity at L&K Saatchi & Saatchi is immense and I look forward to contributing meaningfully to the agency’s creative output.”
Also, Arthi Basak erstwhile AVP, FCB Interface has joined L&K Saatchi & Saatchi as VP – strategy and planning. In her new role, she will be reporting to L&K Saatchi & Saatchi executive director-planning Snehasis Bose.
Her prominent work includes campaigns on Cadbury Oreo, Nivea, Nivea Men, Mahindra & Mahindra, Swaraj Tractors, Blue Star, Huggies, Monash University, Godrej Sara Lee.
Arthi Basak commented, “What struck me about LKSS is this rare combination of a network agency which also has the dynamism of an entrepreneurial setup. I look forward to opening up a new chapter in my career working at this young and energetic organisation.”
L&K Saatchi & Saatchi CEO and managing partner Anil S Nair said, “I am very excited to welcome two exceptional talents Arthi and Trishay to L&K Saatchi & Saatchi. Both have immense experience & fantastic skills in their respective fields which will be of great value to our wide range of brands across many categories. I look forward to them raising the bar even higher for us.”
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.
