The new TV campaign conceptualised by Saatchi & Saatchiis a blend of Bollywood and the evergreen pati-patni nok jhonk
BestMediaInfo Bureau | Delhi | September 28, 2012
After the success of the 'Bech De' proposition for OLX.in, Saatchi & Saatchi has created another magic for the brand, this time with a blend of Bollywood and the evergreen pati-patni nok jhonk.
The campaign takes the cue from the insight that 40 is the time most men go through mid-life crisis and buy expensive toys like super bikes, pricey guitars and digital cameras to compensate for a receding hairline and waning libido. Most wives are indulgent yet aware of the waste of money as stuff is bought with much interest but never used. In India, it is common for wives to taunt husbands in a roundabout way by humming popular Bollywood tunes to taunt their husbands.
The film shows a couple on a Sunday afternoon where the wife is dusting a super expensive looking guitar, humming a tune (Badi badi baatein karte the), looking meaningfully at her husband watching financial news. The defensive husband replies saying 'Haan haan…jaise hi thoda waqt milega..main baja loonga.'
Cut to another household where the wife is putting away an expensive SLR camera in a bag and looks meaningfully at a man on a sofa going through mail on his Blackberry. The wife hums 'Karte the..Badi Badi Baatein….' To which the husband rebuts saying 'Khichoonga ….holidays to aane do'.
Cut to a third household. The wife is draping clothes on a treadmill while her plump husband is going through his iPad slouched in a sofa. The wife again hums 'Badi badi baatein hmm hmm hmm karte the' to which the husband retorts 'Ye baatein nahin….June end Shahrukh Khan ka six pack.'
The film ends with a female voice-over saying, 'Dear husband...duniya mein do cheezein free hain, badi badi baatein aur OLX.in, jahaan aap free mein ad daalo free mein becho..at good price. OLX.in sab kuch bikta hai'.
Talking about the campaign, Ramanuj Shastry, Chief Creative Officer, Saatchi & Saatchi, said, “We deliberately wanted to continue with the typical Indian household setting this time by showing a wife bickering with her husband. We have found that such grounded characters are easily relatable and hence there was no need to get out of the domestic scenario. It is common to find couples engage in playful banter of this nature each trying to gain the upper hand. The idea is to make OLX.in the first name that comes to your mind when you wish to sell something you don't need lying around the house, in a subtle manner.”
Shastry added, “Ask the wives. When those symbols of passion have served their time on the shelf, she knows it's time to remind the husbands to let go of them. The different instances in the film say just that.”
Amarjit Batra, Country Manager, OLX.in, commented, “A consistent presence of 'Bech De' on the telly gave OLX.in a significant increase in page views and brand awareness. However, there was a need to increase action. The new film is strung lyrically with a very hummable jingle. That's the masterstroke. I'm really excited with the jingle. The OP Nayyar-esque sound of it will definitely get women humming it to their husbands.”
“We have retained the core value proposition of highlighting that we have a tendency to hoard personal goods in spite of them not being used. The new communication subtly encourages the viewers to sell their products through our site while stressing on the no-cost factor common to your 'badi badi baatein' and putting an ad on OLX.in,” added Batra.
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