MAM
Rediffusion DYR ‘shining’ in Colombo
MUMBAI: Colombo has been lucky for Rediffussion DYR. While back home, past one year hasn’t been exactly the brightest, but the company claims to have been on an account winning spree in Sri Lanka.
Established in April 2002, the Sri Lankan office of Rediffusion DYR claims to be going from strength to strength, especially in past nine months.
The agency, in a release issued, claims that looking at it’s strong performance, the company has billing target for 2004 is set at a realistic SLR 600 million. The agency’s current client portfolio includes Singer, National Lotteries Board, Hayleys (Philips bulbs), S-Lon, Kevilton, ICL and Ole.
According to the release, besides growing the business portfolio with their existing clients the agency has also won Caltex, Life Insurance Corporation Lanka and two car brands Megane and Laguna from Renault.
The agency claims to have begun to focus on winning business and making a real mark on the Sri Lankan advertising industry, since D Rajappa took over as Rediffusion DYR, Colombo CEO.
At present, the team, comprising 25 people at the Colombo office is poised to help the agency grow into one of the country’s leading advertising agencies. The agency claims to have upgraded infrastructure both in terms of the hardware and software. The Sri Lankan division has employed the 3-D planning model and other proprietary tools from DYR for creating advertising and integrated marketing solutions that are distinctive and memorable, says the release.
According to Rajappa, “The Sri Lankan market is full of tremendous potential and this is apparent in all aspects of life. Colombo is the first international destination for India’s private airlines as they take to the international skies. Global megastars like Bryan Adams have performed to rapturous response recently in Colombo. Rediffusion’s presence in Sri Lanka has been one of the unsung stories of Indian success on international soil. Our recent account wins have catapulted us into the top bracket of advertising in Sri Lanka and we take great heart in having achieved all this within two years of launch.”
Progress over the period of nine months aside, Rediffusion DYR Colombo has successfully launched two brand and three new campaigns in past two months. The two new brand launches were Divyangana- a women’s life insurance policy from LIC Lanka and the launch of two new car models Megane and Laguna for Renault. The agency also released three new campaigns including a television commercial for Raja Theja Tea and print campaigns for Whirlpool and Hitachi from Singer.
According to Rajappa, “The heightened activity in the Sri Lankan market augurs well for us at Rediffusion. A significant number of the brands we handle in Sri Lanka are not yet present in India and it is natural that entry to the Indian market would be sought at some stage both by Sri Lankan brands as well as the international brands. The agency’s experience in the Sri Lankan market with these brands will be of immense benefit to us when that happens”.
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.
