Olx.in has launched a TVC to showcase the simplicity of its mobile app. The ad uses the tagline ‘Ab phone ko banao Sell-phone’ (Now make your phone a sell-phone) to reiterate the proposition. The campaign, conceived by Lowe Lintas, went on air on 26 March and will be broadcast in seven languages.
As a man leaves for work, his mother asks him to return early in the evening. His wife expresses her desire to buy new household products, but he rejects the idea citing lack of space and money. The dejected lady decides to take matters in her own hands. She downloads the Olx mobile app while a Bollywood music track 'Womaniya' starts to play in the background. Dancing around the house gleefully (soon joined by mother-in-law), she clicks pictures of household goods on her phone and posts them on Olx. They manage to sell all of it, making money and the space needed for new things. When the husband returns and asks where all the stuff went, the two ladies hold up the cell phone and proudly tell him that they sold all the goods they didn’t have use for on the ‘Sell-phone’.
“Every day, women from all over India write to us about their experience of selling on Olx. It has been heartening for us to read different accounts and stories of how Olx has helped them unclutter, earn money, feel independent, and empowered. This was the primary motivation for us to focus on women in this TVC. Women are also the primary shoppers in every family, and understand the needs of the house better than anyone perhaps. But often, especially in the case of stay-at-home women, they are financially dependent on others for making household purchases. We want women all over India to know that on Olx they are empowered because here they don’t have to depend on anyone,” Amarjit Singh Batra, CEO, Olx India.
“We chose to tell the story of ease of usage of the Olx mobile app through a commercial dedicated to women. ‘Phone Ko Banaao ‘Sell-phone’ as an idea captures the proposition of the Olx mobile app and caps the effortlessness with which a woman goes about selling things in her house in a fun manner,” said Shriram Iyer, ECD, Lowe Lintas India.
Batra further added, "Approximately 70 per cent of the traffic on Olx is coming from mobile users, which is why we are urging people to use the ‘cell phone as a sell-phone’ and enjoy the experience of selling on Olx."
National creative director: Amer Jaleel
Creative team: Shriram Iyer, Shayondeep Pal, Mohit Arora, Arko Bose, Manzoor Alam, Anshul Nagpal, Snigdha Malhotra, Ipshita Bose
Account management: Naveen Gaur, Syed Amjad Ali, Mayoori S. Hanagodimath, Rahul Ojha
Account planning: Farah Bashir
Production house: Jamic Films
Director (film): Nikhil Rao