Campaigns become relevant and necessary only when there is a specific message to convey to the larger audience.

It is that need to communicate which determines the timing of a brand campaign.

The largest and fastest-growing segment of the market is always the one where a new product or service can make it far more affordable than before.

On a lighter note, I don't think the "middle and upper layers of the market" are keen to waste their hard-earned money either!

( Aditya Ghosh, CEO, India & SA, Oyo Hotels and Homes has recently been elevated and will join Oyo's Board of Directors on 1st January 2020.) | To read full story, visit https://startuparound.com/read/1576446667.502937/Low-cost-does-not-mean-low-quality:-Oyo's-Aditya-Ghosh?ref=audio_experience