Olx has rolled out a campaign conceptualised by Lowe Lintas. Two films showcase ease of use of the 'new' app, with a feature allowing users to buy or sell in their locality.
The films feature young men and women buying and selling to their peers in nearby locations through the app. They do so with ease, as the voice over reiterates. The film ends with the ‘Buy and sell near you’ message, with a seller featured saying, ‘It’s that simple.’ Through one of the exchanges, the films reveal that only registered users can make transactions, enabling a better experience.
Amarjit Singh Batra, CEO, Olx India, said, “Olx started the journey of building and expanding the online classifieds market in India five years ago. We have taken a quantum leap with our new app, while sticking to our core focus of being consumer-oriented. The new marketing campaign is reflection of our commitment to make classifieds friction-free, fruitful, and more enjoyable. As a pioneer brand we think consumer-first, and we will continue make product and communication changes to cater to the changing consumer needs.”
Joy Mohanty, regional president – North and East, Lowe Lintas, said, "Our task was to bring out the features of the new Olx app in a contemporary and aspirational manner, and drive greater brand connect with the youth. Whether it is finding cool items near you or chatting with registered users on the platform, the films captures the simplicity, seamlessness, and the joy of transacting on the new app. In line with the new product, this new world of Olx is cooler, younger and trendier."
Besides the TVCs, the campaign will have radio, OOH and digital legs. The films have also been made in Bengali, Kannada, Malayalam, Marathi, Tamil and Telugu.
CMO: Gaurav Mehta
Brand manager: Abhishek Upadhyay
Creative agency: Lowe Lintas
Account management: Naveen Gaur, Rajiv Chatterjee, Rahul Ojha, Namita Kohli
Creative: Arun Iyer, Janmenjoy Mohanty, Arko Provo Bose, Manzoor Alam, Bipin Bist, Sharaf Khurram, Ishita Misra, Snigdha Malhotra, Ipshita Bose
Account planning: Anurag Prasad, Ketaki Chand
Production house: Nirvana Films
Director (film): Kishore Iyyar
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Rao is currently CEO of dentsuMB Group India