Online classifieds marketplace Olx.in has rolled out a film that urges users to stop procrastinating on the sale of used goods and replacing them with new ones. The film of 2 minutes and 30 seconds is set to a catchy 'Dekhte Hai' jingle composed by Amit Trivedi. The film has been conceptualised by Lowe Lintas.
The instances featured in the film are juxtaposed with a band performing the soundtrack.
A woman serving her husband food pitches for replacing their TV, which he shrugs off for later saying 'Dekhte hain'. When she persists despite his avoiding the topic, he takes her to a calendar and points to a future date – when he plans to buy the new television. Next up is a family of four with the man struggling to make his wife wear a helmet. She angrily gestures that it's time to move on from the bike and own a car. A young man at a wedding trying to take a selfie with a few women has a few #fail moments thanks to his small phone without a front camera. Outside an office building, a well-paid young woman executive is embarrassed as her small car pulls into the porch in front of her foreign colleagues. The last instance is of a South Indian family cramped into a couch that's obviously too small for them, eating a meal together. Despite some of their complaints, here too a man puts off the idea of replacing it with a 'Dekhte hain' excuse. The song shifts to saying that there are people ready to buy (these goods), as the video showcases the Olx app and all the procastinators using it to sell their wares.
Amarjit Singh Batra, CEO, Olx India, said, “Olx ads have always borrowed from genuine user insights, but this time we have connected the user feedback with a larger challenge that Indians often struggle with – the problem of procrastination. We spoke to many people on not only their reasons to postpone selling but also on their life decisions and the answer was uniform – Dekhte hain. Procrastination is an endemic problem in India, and we want people to realise what they miss out on when they postpone. It’s time to say ‘No more dekhte hain’, and this ad campaign is about introducing a larger change in our attitudes. As a business we believe that Olx can be a currency for dreams if people timely sell their used goods to upgrade and fulfill their aspirations.”
Arun Iyer, CCO, Lowe Lintas, said, “Postponing things indefinitely is a unique Indian trait. And we do this with an often used phrase 'Dekhte hain'. This insight is even more relevant when it comes to selling our used goods. That is why we felt this was the perfect creative route for Olx. Partnering with India's musical icon – Amit Trivedi, we capture these ethos in a groovy and entertaining way.”
Shorter edits will air on television. The film will be released in six languages including Hindi.
Agency: Lowe Lintas
Creative: Arun Iyer, Arko Provo Bose, Manzoor Alam, Sidhant Mago, Anshul Nagpal, Sharaf Khurram
Account management: Naveen Gaur, Rajiv Chatterjee, Rahul Ojha, Namita Kohli
Account planning: Anurag Prasad, Ketaki Chand
Production house: Chrome Pictures
Director (film): Hemant Bhandari
(Amended at 14:25 hours on 29 February 2016, to credit Amit Trivedi as the composer and not composer and singer, as published earlier)