Campaign India Team
Sep 02, 2014

Olx gets Dhanush into character, to communicate ease of mobile app

Watch the (Tamil) ad films conceptualised by Lowe Lintas and Partners here

Olx India has launched two TVCs featuring actor Dhanush. The films have been conceptualised by Lowe Lintas and Partners and highlight the ease of use of its mobile app. 
The films (in Tamil) went on air on 31 August. They feature a street smart, romantic and playful Dhanush - a character Tamil audiences are used to seeing him in.
One of the films (above) features Dhanush outside his girlfriend's house trying to wake her up in the dead of the night. Unsuccessful, he tries sneaking in but stumbles and falls. The girl and her parents walk into the room. When the father asks him who he is, he diverts their attention and points to the state of the house and all the unwanted things in it. Downloading the Olx app on the girl’s father’s mobile, he clicks pictures of an old TV, unused veena and other such items and posts them for sale. When the girl’s parents are busy looking at the instant response from buyers, and pleasantly surprised, he bids adieu to the girl silently and sneaks out. The film ends with Dhanush saying, “On Olx, you can sell anything! Sell it dude!”

The second film features Dhanush and his girlfriend standing by a tree. He asks her to tell him that she loves him. Before she can speak, she spots her brother and hides behind the tree. The brother catches hold of Dhanush after a brief chase - just before he can take off on the brother’s scooter. Dhanush deflects the other man’s query saying the scooter does not fit his personality and that he should upgrade. Asked where he would get the money to upgrade, Dhanush points to the scooter. The Olx app does the trick again. 
Shriram Iyer, executive creative director, Lowe Lintas, said, “We integrated the message of unclutter in the narrative without making it look forced. Having Dhanush was a huge plus point since he has an effortless ‘charming lover boy’ imagery. We blended the narrative with his imagery to deliver the message of Olx.”
Amarjit Batra, CEO, Olx, added, “Having Dhanush on board with us to do our latest TVCs in Tamil is testimony to our growing reach and popularity. Dhanush is a young, and versatile actor, and Olx is a young brand that has amassed the love of people everywhere including Tamil Nadu. We felt Dhanush was the perfect choice to communicate the value of Olx in the daily lives of people. More than 80 per cent of our traffic comes from mobile. Our users write to us from all over the country about the high number of queries and replies they get to their ads, and how they havesold their products within days, sometimes even on the same day. The TVC with Dhanush demonstrates the benefits of using OLX and the ease of using the Olx mobile app.”
Client: Olx
Agency: Lowe Lintas and PArtners
Creative team: Amer Jaleel, Shriram Iyer, Vaishnav Balasubramaniam, Manzoor Alam, Anshul Nagpal
Account management: Naveen Gaur, Syed Amjad Ali, Mayoori Hanagodimath, Rahul Ojha
Account planning: Farah Bashir
Production house: Blackbox Films
Director (film): Krishnakumar
Campaign India