Smita Mishra 
In today’s hyper-connected world, brands are constantly pushing the boundaries of advertising. But when does creativity cross the line into controversy? OYO’s latest ad campaign is a case in point.
OYO’s latest ad campaign has become the talk of the town, but for all the wrong reasons. The question on everyone’s mind: did the brand go too far in its pursuit of creativity?
A recent advertising campaign by hospitality chain OYO has sparked widespread outrage on social media, with the hashtag #BoycottOYO trending on X (formerly Twitter). The controversy surrounds OYO’s print and digital ads featuring the slogan “God is everywhere, so is OYO.”
Many have taken offense to the ad, deeming it insensitive and disrespectful towards religious sentiments. Critics argue that the campaign trivializes the concept of God and reduces it to a marketing gimmick.
This incident highlights the importance of advertising ethics in a diverse country like India, where cultural and religious sensitivities can be easily offended. Advertisers must walk a tightrope to ensure their campaigns resonate with their target audience without alienating or offending others.
“The advertising industry has a significant impact on shaping cultural norms and values,” said Dr. Shailaja Bajpai, a media expert and professor at the University of Delhi. “Advertisers have a responsibility to ensure their messaging is respectful and sensitive to the diverse cultural and religious landscape of India.”
This is not the first instance of an advertising campaign getting canceled or facing backlash due to insensitive content. In 2020, jewelry brand Tanishq faced widespread criticism for an ad depicting an interfaith couple, leading to the brand withdrawing the ad.
Similarly, in 2019, Surf Excel faced backlash for an ad that some deemed insensitive towards Hindu-Muslim relations during the Holi festival. The brand eventually withdrew the ad and issued an apology.
In 2018, the Advertising Standards Council of India (ASCI) pulled up several brands, including Dove and Nivea, for their ads that were deemed to be derogatory towards women.
These instances underscore the significance of cultural sensitivity and responsibility in advertising. As advertisers seek to create impactful campaigns, they must also ensure that their messaging respects the diverse cultural and religious landscape of India.
“The ASCI has guidelines in place to ensure that advertising content is not offensive or insensitive,” said Manisha Kapoor, Secretary-General of the ASCI. “However, it is ultimately up to the advertisers to ensure that their messaging is responsible and respectful.”
In the case of OYO’s recent campaign, the company has yet to issue an official statement or apology. However, as the backlash continues to grow, it remains to be seen how OYO will address the concerns of its critics and the wider public.
As the advertising industry continues to evolve, it is essential that advertisers prioritize cultural sensitivity and responsibility in their campaigns. By doing so, they can avoid offending their audience and instead create messaging that resonates with and respects the diverse cultural and religious landscape of India.
