CONTROVERSY, ADVERTISING'S MIDDLE NAME

The Bhagwan headline was innocent; it was a clever play on words, yes, and little else.

- SANDEEP GOYAL

"God is everywhere, so is OYO." A half-page ad released in a Hindi newspaper by OYO suddenly ignited the internet last week, and #BoycottOYO made it to the top of trending lists. OYO was accused of allegedly hurting religious sentiments. Posts by outraged users and calls for a boycott inundated social media.

As protests escalated, OYO responded that the ad was meant to highlight the company's role in religious tourism rather than offend religious sentiments. "We have immense respect for the diverse faiths and beliefs of our country and celebrate India's rich spiritual traditions," OYO said in a statement. It further announced plans to expand its presence by adding 500 hotels across 12 major pilgrimage destinations by the end of 2025.

Controversies have a way of being fueled by past controversies. As the outrage intensified on social media, some remarks by OYO's founder, Ritesh Agarwal, resurfaced. At some point in the past, Agarwal mentioned that OYO's logo was inspired by Lord Jagannath, with the two 'O's representing the deity's eyes and the 'Y' symbolizing the nose. Critics now found a convenient argument in saying that using religious imagery for commercial purposes is inappropriate. Some religious leaders instantly demanded that OYO redesign its logo!