Campaign India Team
Jul 29, 2015

Olx connects consumers, with treasured moments

Watch the ad film conceptualised by Lowe Lintas here

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,, “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."
Credits (Hindi film - Kashmir)
Client: Olx
CMO: Gaurav Mehta
Creative agency: Lowe Lintas
Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Arko Provo Bose, Rohit Raj, Manzoor Alam, Murteza Said
Account management: Naveen Gaur, Syed Amjad Ali, Rahul Ojha, Nneha Bharadwaj, Arjun Budhiraja
Account planning: Anurag Prasad, Farah Bashir
Director: Anupam Mishra
Production house: Crazyfew Films
Credits (South films - Kanchana)
Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Arko Bose, Manzoor Alam, Murteza Said, Raj Rohit
Planning: Anurag Prasad, Farah Bashir
Account management: Naveen Gaur, Syed Amjad Ali, Rahul Ojha, Nneha Bhardwaj, Arjun Budhiraja
Production house: Elements
Director: Vivek DasChaudhary
Producer: Sandeep Patil
Campaign India

Related Articles

Just Published

5 hours ago

Publicis to shake up board: Arthur Sadoun takes ...

Two boards become one as supervisory and management boards merge.

6 hours ago

24 hours with...Prateek Sethi

Catch up with Prateek Sethi, founder and director for Trip, as he takes us through a day in the life.

6 hours ago

BEI Confluence takes on new clients, bolsters ...

The agency has won a slew of new clients in the FMCG sector including Bector’s Cremica Biscuits and English Oven bread, Wai Wai Instant Noodles from CG Foods, and Rajhans Nutriments—the makers of Schmitten Chocolates.

9 hours ago

Leo Burnett Mumbai shakes up leadership to drive ...

The creative shop has appointed three new roles: Abhimanyu Khedkar and Neetika Aggarwal as managing directors, and Saurabh Dahiya as head of strategy.