Olx continues to transcend borders with #TimelessStories

The second film in Olx's #Daastaan initiative tells the story of Krishna's search for an old LP record that her mother used to play. The initiative is designed and conceptualised by Leo Burnett

BestMediaInfo Bureau | Mumbai | September 14, 2015

Click on the image to watch the TVC.

On the Independence Day eve (Pakistan – August 14, India – August 15) of 2015, Olx had launched an initiative, called 'Daastaan', wherein it started reuniting people with things and memories they had left across the border. Olx #Daastaan attempts to help search for belongings with the help of stories, pictures and the hashtag #TimelessStories.

With #Daastaan, Olx and Leo Burnett are inviting people to share stories and memories of belongings that were left behind during the partition through digital media, using the hashtag #TimeslessStories. Hundreds of stories and pictures poured in as people wrote of their relatives and grandparents, who had migrated to India, and often reminisced about a belonging they had left behind.

As part of the initiative, the brand is launching documentaries in the digital world that capture the emotions of the people who were reunited with their memories and things they lost 68 years back – at the time of the partition.

RajDeepak Das

RajDeepak Das, Chief Creative Officer, Leo Burnett India, explained, “When an object becomes an integral part of our lives, it ceases to be just an object. It then becomes a moment that captures a time in our lives or even people we might associate it with. And in case we part with it, it becomes a repertoire of beautiful memories.”

After a much talked about documentary on Ram Prakash Khullar reuniting with his father's camera, the latest entry in this campaign is another documentary which tells the story of Krishna Ji, an LP record enthusiast, who has been looking for one that her mother used to play for her as a kid. Her memories of it are still as vivid as her time in her theatre company back in Pakistan before the partition, which took away all that was dear to her, including the LP record. The film unfolds her journey of being reunited with it after several years of her settling down in India, thus driving home the refrain that 'memories have no boundaries'.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Olx India

Creative agency: Leo Burnett India

Chief Creative Officer: RajDeepak Das

Executive Vice-President: Ravpreet Ganesh

Account Management: Yatin Gupta, Radhika Khanna, Sonakshi Singh

Creative Directors: Gunjan Poddar, Sudhir Das, Indrajeet Kadam

Art Directors: Raj Girdhar, Bibaswan Majumder, Nidhi Handa, Maruti Shivkumar

Copywriters: Shinjini Banerjee, Debopriya Sarkar, Sriram Iyer, Ashish Sharma, Mohini Bose,

Rushad Patel, Himanish Ashar, Arzan Antia

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