OYO has launched a new campaign aimed at rebuilding consumer trust, bringing back Sasha Chettri, the face of Bharti Airtel’s iconic 4G campaign in a strategic move designed to tap into nostalgia and credibility.
Titled around a “Test Us” proposition, the campaign draws directly from the recall of Airtel’s earlier communication, where consumers were encouraged to experience the network firsthand rather than simply believe claims. By reviving Chettri widely recognised as the “Airtel 4G girl”, OYO is leveraging a familiar face associated with trust, proof, and high recall to reposition its own offerings in the hospitality space.
Chettri first rose to prominence in 2015 as the protagonist of Airtel’s 4G campaign, which achieved massive visibility and recall across India, becoming synonymous with the brand’s messaging around network reliability and performance. Her return in OYO’s campaign signals a deliberate attempt to transfer that trust equity into a new category budget and mid-scale hospitality where consumer skepticism has been a persistent challenge.
The campaign’s core message revolves around encouraging users to “test” OYO’s company-serviced hotels, reinforcing transparency and quality assurance. This aligns with the brand’s broader push toward standardisation and improved customer experience across its properties. By framing the communication as an invitation rather than a claim, OYO mirrors the original Airtel campaign’s strategy shifting from persuasion to proof.
The films feature Chettri in a similar tonality to her earlier persona, direct, conversational, and slightly challenging, positioning her as a bridge between the brand and the consumer. This continuity not only reinforces familiarity but also reduces the cognitive friction typically associated with new brand claims.
OYO has shared this in a linkedin post.
