Continuing with its 'bech de' campaign released in June 2011, Olx.in has released two new TVCs. The films created by Saatchi & Saatchi, feature the two brothers shown in the first installment.
In the TVC titled, 'Baby cot', the elder brother is shown with a baby and the younger one remarks on the lack of space in the house. To make space in the house, the younger brother sells all the furniture in the house and replaces it with new furniture including a cot and other furniture for the baby, all bought on Olx.in.
In the TVC titled 'Grandfather', the two brothers are shown travelling with their father and grandfather in an extremely old car. Four girls happen to spot the brothers and poke fun at them seeing the car. Embarrassed by that, the brothers urge their grandfather to sell the car. He responds angrily saying, the colour of the car was chosen by their grandmother, and the car is of great sentimental value to him. That's when the father asks his children, if there is any good offer from buyers on OLX. The boys say yes to which the grandfather reacts instantly by throwing the car keys towards them, and is then shown seated in an auto rickshaw telling his grandchildren 'bech de' (sell it).
Commenting on the TVCs, Amarjit Batra, country head, OLX India said, “Our core value proposition of ‘Individuals using OLX to sell personal goods that they don’t need or use’ comes out beautifully from these new TV ads. The use of same cast in all the films implies the huge need among every Indian Family to solve their daily problems of buying, selling products and services locally. With OLX they simply have to tell their friends and relatives to ‘BechDe’ “
On the thought behind the new campaign, Ramanuj Shastry, national creative director, Saatchi & Saatchi, said, “Not going for the so-called fresh situations to bring newness to a campaign and keeping the narrative within a family was a decision we didn’t have to think twice about. That aside, it was a tremendous feeling to have a seasoned actor like Mr. Ramesh Deoholding the fort in our latest script.”
Creative agency: Saatchi & Saatchi , India
National creative director: Ramanuj Shastry
Creative team: Neharika Awal, Rajesh Minocha
Account management: Jaibeer Ahmad, Naman Vardhan, Sanchit Ahluwalia
Production house: Soda Films
Director: Rajesh Krishnan