Used goods marketplace Olx.in has launched a digital film.
The story is that of Vikram Rathore, a stunt co-ordinator from Rajasthan, and his bike. He narrates the story seated next to it on a mountain road. He explains that riding the bike (a Royal Enfield 350 cc) helps him find answers to every question. When people ask him how he takes off by himself, alone, he simply smiles, he says.
When he was 18 years old, his father spotted him riding someone else’s bike. Reprimanding him, his father handed him his own bike. But soon, the family’s financial condition demanded that they sell it. His father passed away two years back, reveals Rathore, adding that he wanted to be like him, look like him. And his absence made the bond between them deeper. Somehow, he explains, the idea of buying a vintage bike struck him. He looked far and wide, and on Olx, found a bike that resembled his father’s very closely. He called his mother to check the registration number of his father’s bike, and realised that this was the same bike.
He says it feels like his father has come back, and is riding pillion with him, even now. How could be explain to people that he isn’t alone, asks Rathore.
A voice over explains the meeting of passion and emotion, saying, ‘Jasbe aur jasbaat, donon pure hote hain, sirf Olx par’. The brand leaves the audience with the message #ReliveYourPassion.
Sagar Gokhale, network head, Qyuki, said, “This was a really special film for us. I totally connected with protagonist and I am sure there are many bike enthusiasts who feel the same way. It’s magical when a brand’s message can be woven so beautifully into great content.”
Gaurav Mehta, CMO, Olx.in, said, “The pre-owned two-wheeler category is a large and growing segment online. The relationship motorcyclists share with their bikes is a mix of ‘Jazbe aur jazbaat’. The film beautifully brings out this emotional connect between a father and son that lingers on through a vintage motorcycle and transcends from being an ad to really shareable content.”
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
1 hour ago
The FIR was registered in Mumbai on 17 May