Campaign India Team
Jun 06, 2016

Olx rides funny family quirk, drives ‘Bech De’ message with rap

Watch the ad film conceptualised by Lowe Lintas here

Olx has rolled out another set of films under the 'Bech De' umbrella, one each in Hindi, Telugu, Marathi and Kannada. The campaign has been conceptualised by Lowe Lintas.
 
The Hindi film features a joint family seated at a dining table over breakfast. A middle aged man is seen counting a wad of Rs 500 notes at the speed of a counting machine. To that rhythm, everyone at the table shakes their neck effortlessly, much like a classical dance move but much faster. The man’s son walks in, also exhibiting the strange and peculiar mannerism. A regular exchange ensues, where he refuses the oats his mother urges him to eat. As his father hands him the wad of cash, the young man requests him for more money to buy the sports bike he wants to ride to college on. A faceoff ensues, in rap format. It’s his younger sister at the table who offers the solution: Bech De, on Olx. He gets his bike as the quirk continues to dominate the screen.
 
While the theatre artiste father shows his son the way in the Maratha version, the Kannada film seen a young man surprise his parents with the possibilities of Olx to get his dream bike.
 
Marathi

Kannada

The Telugu version features actor Allu Arjun. He is engaged in a fight with several men, but refuses to escape on a bike ‘that doesn’t suit him’. He gets the rider (his younger brother) to sell the original escape vehicle on Olx, and throws a wad of cash at him. The duo take off on a stylish pair of wheels that suit the star’s image.

Gaurav Mehta, chief marketing officer, Olx India, said, “We are addressing a younger audience, primarily college students and first-jobbers. Aspirational and bold, these young millennials know what they want in life but are often limited by their finances. We've seen the role Olx plays by generating extra cash through selling of previously used goods for these young millennials. What’s great to see is that their faith in Olx is supported by their family who perceive it to be the most logical and pocket-friendly destination to fund their upgrade. As many other Olx campaigns, these TVCs too are based on the latest consumer trends, and prevailing societal truths. It’s great to see Olx evolve into a new currency of dreams for the youth.”
 
Arun Iyer, chief creative officer, Lowe Lintas, said, “Through this campaign, we are speaking to young adults and highlighting the role which Olx as a selling and buying platform can play in fulfilling their aspirations to possess the coolest and trendiest things. Our creative strategy was to talk to our target audience in a language they would understand best. Instead of running the same creative nationally, the team came up with four unique stories for each of the key markets. We’re confident that these refreshing, relevant and relatable stories will appeal to youngsters and create a strong affinity for Olx.”
 
The campaign will straddle print, radio, OOH and digital. The films went live on the brand’s social media channels on 31 May.
 
Credits
 
Client: Olx.in
CMO: Gaurav Mehta
Creative agency:  Lowe Lintas
Account management: Naveen Gaur, Rajiv Chatterjee, Rahul Ojha, Namita Kohli
Creative
Chief Creative Officer: Arun Iyer
Hindi and Marathi: Arko Provo Bose, Manzoor Alam, Sidhant Mago, Syed Sharaf Khurram, Anshul Nagpal, Ishita Misra
Telugu and Kannada: Rajesh Ramaswamy, Romel Joseph, Sachit Sadanandan, Srikanth Tirupattur
Account planning:  Anurag Prasad, Ketaki Chand
Directors (films):
Hindi:  Ram Subramaniam (Sniper Shoots)
Telugu and Marathi: Shekhar Kamble (Coconut Films)
Kannada: Krishnakumar (Blackbox Films)
 
Source:
Campaign India