MAM
Vedanta launches ‘Creating Hapiness’ campaign
NEW DELHI: Vedanta, a global diversified resources group committed to sustainable development, has received two entries from Delhi for its ‘Creating happiness’ campaign.
In this interesting trend, Vedanta has tied-up with Ogilvy and Mather to select the best entry from a total of 38 film entries from 21 mass communication colleges. The popular entry is getting selected from public voting on YouTube and Facebook.
The first Delhi entry is from the Indian Institute of Mass Communications -‘Saksharta aur hum’ about female literacy. It has been made by Abhay, Sakhsi and Tarini who are students at the IIMC.
The other is ‘Madam ji’ by the 9.9 School of Convergence of Delhi and made by Ankita, Siddharth and Shruti. Shot in Rajasthan, this is the inspiring story of Meenakari artist and mother Aruna, who chose the noble path of educating the children in her village in hopes of a better future for them.
Through this campaign, Vedanta has bridged the gap between the two classes of haves and have-nots, in order to make an advertisement campaign which is not shot in a cozy film studio but on the burning deserts of Rajasthan, Odisha, North East and other nearby states.
The ad subtly suggests how Vedanta is striving to change lives across these remote villages by making them have access to basic necessities of living like, food and water, sanitation, education, etc.
The entries are judged in two categories, jury and popular. Piyush Pandey is heading the jury. The videos already have over 4,000 views and will be viral soon.
The ads will show why corporate India is suddenly looking at far flung villages to create a space in the average investor’s heart; how this can work beyond paper; is it just giving it back to the society or there is something more to the same, and the role social media is playing in such campaigns.
Vedanta is the world‘s largest integrated zinc lead producer and among the top producers of copper, iron ore, and silver.
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.
