An Indian hospitality unicorn is now home to a 16-year old hit reality show, MTV Roadies

• OYO Hotels and Homes has now entered Indian reality television.
• The winner of the reality show will get a one-year free stay at an OYO Home property.
• In its 16th season, the viewership on the weekly premiere episodes of MTV Roadies has grown by 20%

OYO Hotels and Homes has now ventured into a new territory – Indian television. The Indian hospitality unicorn has partnered with the reality show MTV Roadies. For the 16th season of the show, the contestants will be staying at an OYO Home property.

Moreover, the winner of the show will get a one-year free stay at an OYO Home property.

“Over the years, MTV has tapped into the passion points of Indian youth - adventure, travel and lifestyle. Our association with OYO Hotels & Homes for Roadies Real Heroes is a seamless fit with the promise of an adrenaline rush,” said Navin Shenoy, Marketing Head –Youth, Music and English Entertainment, Viacom18.

The unicorn startup believes that the association is “perfect” and will give them an opportunity to connect with the Indian youth. The startup has also planned a 360-degree multimedia campaign through various channels like Facebook, Instagram, e-mailers, web/application banners, push notifications and a series of TVCs.

In its 16th season now, MTV Roadies has managed to gain a loyal following over the years. Its latest season – Roadies Real Heroes – has witnessed an increase in content engagement with its avg premiere time spent going up by 7 minute this season. The viewership on the weekly premiere episodes has grown by 20%, according to data from BARC India, compared to the last season.

The first seven episodes saw 209 TVT (Television Viewership in Thousands).

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