Olx has launched two ads to bring focus on the specific needs of the buyers. The ad films went on air on 7 January and have been conceptualised by Lowe Lintas.
The ad film 'Snoring husband' (top) begins with a wife just outside the bedroom informing viewers that we may know just two types of snores. Her husband can be seen sleeping on the bed in the background, snoring very loudly. She then indicates that the man knows five snore sounds. She admits to getting weird thoughts during the day, such as suffocating the husband in his sleep with a pillow just to make the snoring stop. She asks the viewer if anyone has a big enough sofa so that the husband can be shifted there in the living room. She appeals for such a sofa to be put up on Olx for sale.
The ad film 'Naughty kid' features an inquisitive little boy who tries to understand the world around him by trying new things. His experiments include trying to roast a papad in a DVD player, using a washing machine to wash utensils, testing gravity from dropping a laptop from a height and breaking an aquarium, among other such instances. The film is a narration of the boy's parents as they make a plea for sellers to post items that their son breaks.
The TVCs end with a closing line that says, “Aise bahot se log intezar kar rahe hain aapki cheezon ka…Ab toh Olx pe bech de” (a lot of buyers are similarly waiting for things you own, at least now sell those things off on Olx).
Amarjit Singh Batra, CEO, Olx India, said, “Olx has seen a substantial surge in online buying and selling of used goods between individuals. Our users have been excited about being able to sell their items in a day, sometimes even minutes. This has proved to us that there is tremendous liquidity on our platform with buyers for all kinds of regular as well as unique items browsing Olx. But on the other hand we also found through our research on the used goods market - Consumer Research on Used Goods and Selling Trends (CRUST) - that Indians have a habit of stocking goods they are not using. We combined these two insights to come up with this campaign, and reinstate that it’s preferable to sell an item than to stock it because there is always a buyer for your item on Olx. To communicate our message, we chose scenarios that are a part of every family, and hence easily relatable.”
Shayondeep Pal, group creative director, Lowe Lintas, said “People have been selling on Olx. But what about people who are buying? They have specific needs and they are looking desperately. Those are the people we portrayed in the campaign. The sense of urgency adds to the humour. The idea was to make it as real as possible and visually approach it with an observant camera. Overall, make it look as if we are peeping into their lives, their stories.”
Creative agency: Lowe Lintas
Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Arko Provo Bose, Manzoor Alam, Murteza Said, Raj Rohit
Account management: Naveen Gaur, Syed Amjad Ali, Mayoori S. Hanagodimath, Rahul Ojha
Account planning: Farah Bashir
Production house: Early Man Films