Online classifieds site Olx.in has appointed Lowe Lintas as its creative partner. Zenith Optimedia will continue to handle media duties. Creative duties were previously handled by Saatchi & Saatchi.
Amarjit Singh Batra, CEO, Olx India, said, “The initial TV ads and messaging of ‘Sab Kuch Bikta Hai’ and ‘Olx pe bech de’ has witnessed positive mass appeal resulting in immense brand recall and a clear user preference for the brand. Building up from here, we want to take this notion a step further to fortify Olx’s brand equity and humanise the brand. We were overwhelmed to see interest and response from the top most agencies in the country and we are thankful to all of them who participated in the pitch process and showed an eagerness to work with us. Having weighed all the proposals and looking at the best fit, we chose Lowe Lintas for their ‘populist’ creativity, their focus on business results and their understanding of our brand.”
On the win, Amer Jaleel, national creative director, Lowe Lintas, said, “The most interesting thing about Olx is that it’s a completely new category with challenges of changing human behaviour. There will be opportunities to crack new insights, and therefore the brand would allow us to introduce absolutely fresh communication.”
Naveen Gaur, president, Lowe Lintas, said “Olx was seeking creative excellence based on strong strategic thinking and I think we as Lowe Lintas delivered to that. We look forward to partnering them in creating bigger, better and bolder creative work based on a distinctive brand promise.”