Olx has released a second campaign on its ‘Keemat bhi, kuch keemti bhi' platform. This comprises of two TVCs, one in Hindi and one for the South (in Tamil, Telugu and Malayalam).
Conceptualised by Lowe Lintas, the Hindi film is set in Kashmir and features an army man Rajesh and his shopkeeper friend Bashir. It opens with Rajesh waiting anxiously at Bashir's shop. Someone calls on Bashir's mobile from Rajesh's home to deliver the good news that he has had a daughter. A delighted Rajesh tells the caller that he can't wait to see his daughter. He hangs up and tells Bashir he doesn't know when he'd be able to. This is not lost on his good friend Bashir.
The shopkeeper lists his old phone on Olx, using another young man's phone with a camera to do so. He sells the phone, and is soon seen using a new one to call Rajesh's family. The next scene features Bashir running to the camp, crossing the terrain and a wooden bridge across a river to reach Rajesh. He hands a grateful Rajesh the phone with his daughter's picture on it. The film ends with the two hugging and a voice over saying, 'Keemat bhi, kuch keemti bhi' (Value, and something valuable).
Watch the South regional films here:
The South Indian film features yesteryear actor Kanchana spotted by a young fan in a cinema. He's told by staff at the cinema that she's a regular, at the cinema which plays old movies. He notices her mouthing the dialogues to her own film and tries to secretly click a picture of hers. The result though is a bad picture because of the phone camera. The solution suggested by a friend is to sell the phone on Olx, get a new one, and visit the cinema the next day. He does so, and asks Kanchana to pose for a picture, which she agrees to. Another precious moment.
Amarjit Singh Batra, CEO, OLX.in, “Our second ‘Keemat bhi, kuch keemti bhi’ campaign is based on the resounding response to the first campaign from across the country earlier this year. As a consumer-to-consumer (C2C) platform, human connection is at the core of our business. Olx has always given people the best value for their used products, but every product is also tied to its user through a unique story, which is invaluable. These two ads celebrate those invaluable aspects of an Olx transaction.”
Mobile phones are the most convenient and prevalent way of connecting with people today. As India’s largest marketplace for used mobile phones, we have depicted how selling your used mobile phone and upgrading can lead to unexpected and priceless moments."