Olx.in is set to launch a new ad film promoting selling off 'unused or under-used' products. The film, conceptualised by Lowe Lintas and Partners, will go on air on 2 August and has been released on the brand's YouTube channel on 31 July.
Comedian Kapil Sharma stars in the film and plays a ‘juicer’. In the kitchen, he addresses the lady of the house urging her to use him (the juicer), or sell him. The lady notes that no one would buy him, telling him he’s useless. He corrects her, saying he has been ‘used less’. He proceeds to tell her how things are sold on Olx.in, and finds buyers in no time.
Amarjit Batra, CEO, Olx.in, said, “As a brand we have always used humour to drive pertinent messages around aspirations, consumption, stocking, and selling. Kapil Sharma personifies humour in India, and that resonates strongly with Olx’s style of messaging. The brand association between Olx and Kapil Sharma for this TVC was seamless as both have risen recently to become strong brand names that are loved by people, and have become a part of their daily lives.”
He added, “Olx was among the first brands to bring to India the socio-economic system that has globally come to be known as people-to-people economy or sharing economy. This system thrives on sharing of resources between people. Traditionally there have been few avenues for selling of used goods in India. Indians have been brought up to preserve resources. But in the last few years growing aspirations of people have led them to buy more frequently, leading to an increase in household clutter. Through this TVC we are trying to highlight the most useful and practical reasons for selling used goods in a fun way.”
Shayondeep Pal, group creative director, Lowe Lintas, added, “Since Kapil Sharma is hugely popular, our challenge was to ensure that he looks and sounds different in this TVC while retaining his core essence. So, we came up with the idea of Kapil as a product. The struggle was to pitch it correctly in execution. The balance between Kapil Sharma the person, and Kapil Sharma the product, was critical.”
Marketing director: Gaurav Mehta
Creative agency: Lowe Lintas and Partners
National creative director: Amer Jaleel
Executive creative director, Delhi: Shriram Iyer
Group creative directors, Delhi: Shayon Deep Pal, Mohit Arora
Creative, New Delhi: Nisheeth Srivastava, Manzoor Alam, Anshul Nagpal
President, New Delhi: Naveen Gaur
EVP, New Delhi: Syed Amjad Ali
Senior brand services directors, New Delhi: Mayoori Sangameshwar Hanagodimath
Senior brand services manager, New Delhi: Rahul Ojha
AVP - planning, New Delhi: Farah Bashir