Campaign India Team
Nov 25, 2015

OLX portrays a winsome exchange

Watch the ad film conceptualised by Lowe Lintas here

Used goods marketplace OLX has launched a TV campaign building on its ‘Keemat bhi, kuch keemti bhi’ platform, conceptualised by Lowe Lintas.
 
The film tells the story of a young, married, urban couple. The husband drops the lady to her office before heading to his in a sedan, with the promise of picking her up at 6.30 in the evening. He texts her a little past pick up time that he’ll be delayed by an hour. She waits up in office after her colleagues have left. He then apologises saying he won’t be able to make it, and asks her to take a cab instead. She heads home, visibly dejected and thoughtful. When he reaches home, she tells him that she was more independent before their wedding. This moves him to action. He sells the sedan on OLX. When they are seen leaving for office next, she is pleasantly surprised by two smaller cars parked instead of the sedan. He asks her to pick one. The brand signs off with the message: ‘Keemat bhi, kuch keemti bhi, OLX pe bech de’.
 
Amarjit Singh Batra, CEO, OLX India, said, “As a consumer-to-consumer (C2C) platform OLX believes in bringing people together for win-win exchanges, and improving their lives. The ‘used car’ segment on OLX witnesses exceptionally fast transactions and offers great cars and value for both  buyers and sellers on making us the most preferred platform for used cars. The desire to upgrade comes most naturally to consumers making selling of used cars relatively more established as a behavior. Through this TVC we are trying to highlight how OLX plays a role in the daily life of people, allowing them to take decisions that bring loved ones even closer and also make their lives easier.”
 
Shayondeep Pal, ECD, Lowe Lintas, added, “Under the umbrella of Keemat bhi, kuch keemti bhi, OLX has managed to blend in seamlessly the societal issues and behaviors that people can relate to. Our task was to take the thought forward and strengthen the proposition with a new lens. The story is about a modern working couple who have mid-level corporate jobs. It challenges the traditional aspects of an upgrade, and talks instead of an upgrade in mindset. The idea was to resonate with young couples, for whom self-reliance and independence are important aspects in relationship building.”
 
Credits
 
Client: OLX
CMO: Gaurav Mehta
 
Creative agency: Lowe Lintas
Creative:  Arun Iyer, Shayondeep Pal, Arko Provo Bose, Manzoor Alam,Sidhant Mago, Ishita Misra
Account management:  Naveen Gaur, Rajiv Chatterjee, Rahul Ojha, Namita Kohli
Account planning: Anurag Prasad, Ketaki Chand
 
Production house: Crazy few Films
Director (film): Anupam Mishra
Source:
Campaign India

Related Articles

Just Published

12 hours ago

MS Dhoni moves to trademark 'Captain Cool' moniker

The cricketer seeks exclusive rights to ‘Captain Cool’, as celebrity trademarks become essential assets in brand-led marketing ecosystems.

13 hours ago

Colour me heritage: Birla Opus paints India’s monuments

An AI-led animated campaign reimagines India’s icons in vivid hues—but emotional resonance may not be part of the palette.

15 hours ago

Cannes Lions responds to criticism regarding ...

Dom Hyams, global client director at Purple Goat Agency, was unable to access the stage via the usual route.

18 hours ago

Emotion sells, but at what cost?

From teary posts to trending causes, marketers now trade in emotion. But in the attention economy, Interbrand India and South Asia’s CEO wonders where's the line between impact and exploitation?