OLX.in launched its new ad film which is a pan India campaign, concentrating on metros and a few sub metros. The TVC created by Saatchi & Saatchi went on air on 24 September.
The TVC targets males in the age group of 18 – 44 years in SEC A and B. The ad film shows a wife singing ‘Badi badi baatein’ while dusting her husband’s guitar. The husband realises that his wife is taunting him and says, “As soon as I get some free time, I will play the guitar.”Similarly, in another house, a wife dusts her husband’s camera and hums the same song. The husband replies that he is waiting for the holidays to click pictures. Likewise, in the last house the wife stands besides the treadmill and sings the song, in this case the husband says that in June, he would also get six pack abs like Shah Rukh Khan. He then goes on to click a photograph of his treadmill to upload on OLX.in. The film ends with a female voice over saying ‘Dear Husband..Duniya mein do cheezein free hain, badi badi baatein aur OLX.in, jahaan aap free mein ad daalo, free mein becho..at good price. OLX.in. Sab kuch bikta hai.’
The concept is based on the insight that men in their middle age make many unnecessary purchases and make tall claims to use the products but rarely do so. Their wives are aware of this trait and thereby pull their leg about it. The underlying message of the TVC is the similarity between OLX.in and this kind of big talk - they both come free of cost.
According to Amarjit Batra, coutry head, OLX.in, “A consistent presence of ‘Bech De’ on the telly gave OLX.in a significant increase in page views and brand awareness. However, there was a need to increase action. We have retained the core value proposition of highlighting those personal goods that we have a tendency to hoard at home in spite of them not being used. The new communication subtly encourages the viewers to sell their products through our site while stressing on the no cost factor common to your ‘badi badi baatein’ and putting an ad on OLX.in.”
Talking about the new campaign, Ramanuj Shastry, chief creative officer, Saatchi & Saatchi, said, “We deliberately wanted to continue with the typical Indian household setting this time by showing a wife bickering with her husband. We have found that such grounded characters are easily relatable and hence there was no need to get out of the domestic scenario. It is common to find couples engage in playful banter of this nature, each trying to gain the upper hand. The idea is to make OLX.in the first name that comes to your mind when you wish to sell something you don’t need lying around the house, in a subtle manner.”
The campaign is also on radio and will have a digital run in the future.
Creative agency: Saatchi & Saatchi
Chief creative officer: Ramanuj Shastry
Creative Team: Neharika Awal, Rajesh Minocha
Account management: Jaibeer Ahmad, Naman Vardhan
Films head: Anuj Alia
Production house: Soda Films
Director: Rajesh Krishnan