Campaign India Team
Mar 15, 2017

Olx urges against procrastination of product usage, rolls out 'six month break-up challenge'

Watch the ad film conceptualised by Lowe Lintas here

Olx has rolled out a campaign through which it urges people to sell goods that they haven’t used for at least six months. The film has been conceptualised by Lowe Lintas and is based on insights gathered from CRUST (Consumer Research on Used-Goods and Selling Trends), OLX’s annual consumer survey to understand user behaviour towards used goods, as well as other consumer trends.
According to the study, Indians are stocking unused goods to the tune of Rs 78,300 Crores in their homes. The survey had also revealed that 37 per cent of the respondents cite the age-old excuse of ‘I’ll use it one day’ as their top reason for stocking used items. 
The film shows two scenarios, one with two male friends together and the other with two females. In both the discussions, the theme is common - a friend urging the other to 'break-up'. As the film goes on its revealed that the friends are wanting the other to move on and sell a Playstation and camera respectively, since they haven't been used in the last six months. 
Amarjit Singh Batra, CEO, OLX India, said, ​​“There are still so many people in India who are stocking things they have no use for under the excuse that they’ll use it one day. This leads to inefficiency in our lives, in the economy, and in our society. The INR 78,000 Crore of pre-owned goods being stocked in Indian homes has the potential to find its way back into the economy and into our lives, but it’s lying idle and being wasted. We want India to unlock the potential of these pre-owned items by looking inside their homes. This will help bring about a bigger change by letting us consume more judiciously and wasting less.”
He added, "As a brand we’ve always relied on consumer feedback and user understanding to develop our campaigns. However, this time we have completely based our campaign on our research findings, and the emerging trends. This makes the campaign an unprecedented one for us." 
Naveen Gaur, president, Lowe Lintas, said, “In this campaign, we wanted to continue the journey we had started with in our last campaign, where we managed to pitch the brand in a cooler, younger, and trendier way to the youth. Our task here was to make people realise that everyone had something or the other lying around that they were not using on a regular basis.  We wanted to seed the behaviour of selling these lesser used goods rather than letting them become a blind spot. The creative idea was to encourage the audience to take up the 6 months’ challenge, where they could identify things that they had not engaged within 6 months, and then “break up” with those things by selling them on OLX."
The film has also been released in Tamil, Telugu, Malayalam, Bengali, Marathi and Kannada.
Client: OLX
COO: Irwin Preet Singh Anand
Brand head: Abhishek Upadhyay 
Creative agency: Lowe Lintas
Director: Shekhar Kamble
Production House: Coconut Films
Campaign India

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