Olx India has rolled out a new campaign through which it shifts from its ‘Bech De’ philosophy to ‘Keemat Bhi, Kuchh Keemti Bhi’, (best price, as well as something priceless ). To reveal this, a new campaign consisting of TVC and an ongoing film for social media has been revealed.
The TVC shows a middle-aged man and a woman. The man is shown to be the seller of the jeep, while the woman is test driving the vehicle. The man tries to break the ice by indulging in a light conversation with the woman. The lady, who is shown to be little uptight reveals that she likes the jeep because her dad used to have one. But she does not take well to the tone the man is using, and accuses him of flirting. As she sees the man's reaction (who has stopped making small talk), she changes her guard and asks him whether he was flirting with her. The man replies by saying 'this is not his age to flirt'. Hearing that, the lady stops the car and says 'meri toh hai' (her age is right for flirting). The lady is then shown handing over the cash for the car and the duo are shown enjoying light moments.
The short film tells the story of a cricketer who gave up his dream of wanting to be a cricketer to join his dad's family business of marble. While working, he's shown disappointed at not being able to pursue his cricketing career and often looks at his bat with despondence. The film then moves to a local game of cricket. The batsman at the crease is in full-form hitting boundaries one after another. The protagonist watches in anticipation, clapping for the batsman after every shot. The batsman is using a bat similar to that of the protagonist. The film then moves to flashback and shows that the protagonist had sold the bat on Olx, and the buyer was the young batsman. The film ends with the ‘Keemat Bhi, Kuchh Keemti Bhi’ tagline. The last frame of the film says #LetWhatYouLoveLive.
Amarjit Singh Batra, CEO, Olx India, said, “When we started out, we had the challenging task of creating the C2C market for used goods in India. As the platform started gaining popularity, we realised that there was a something bigger happening which was more compelling and emotive than just a mere transaction. People enjoyed Olx because it thrived on direct human interaction, which is both becoming more fleeting under the pressures of a busy and stressful life, and is typically done through middlemen in marketplaces. The other user insight we gained pertained to the place our belongings have in our life. The products we own are closely tied to our stories, passions, and dreams, and Olx is a means to extend those dreams by the way extending the life-cycle of the product. Our ‘Keemat Bhi, Kuchh Keemti Bhi’ campaign is a tribute to not only all Olx users, but also everyone who has had to let go of a passionate dream because of circumstances.”
Amer Jaleel, national creative director, Lowe Lintas and Partners, said, “People not only get value for their products but also earn something valuable in the process. The campaign line –“Keemat bhi, kuchh keemati bhi” says it all. Olx provides a platform, where people can share a passion for a particular product, therefore connecting with each other beyond a monetary exchange.”
Creative agency: Lowe Lintas & Partners