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.”
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