OLX.in real estate campaign promises 'Wahi milega jo mann mein hai'
Conceptualised by Saatchi & Saatchi, the TVC highlights how the website makes it easy to find the right house or tenant
BestMediaInfo Bureau | Delhi | December 11, 2012
Riding on the successful 'Badi Badi Baatein' proposition, online classifieds site OLX.in is back with a new TVC promoting one of its major verticals – real estate. Conceptualised by Saatchi & Saatchi, the new creative lays emphasis on the significant usage of the real estate category on OLX.in for getting a perfect house or desired rented apartment. It showcases the underlying value proposition of 'A perfect match is available on OLX, be it a buyer looking for a dream home or a seller wanting maximum return and response from a particular type of buyer only'. This is clearly implied through the “Wahi milega jo mann mein hai, sirf OLX.in pe” affirmation.
Taking a cue from this insight, the ad features a couple that enters a house with their kid. The man opens the gate and exclaims, “Wahi gate!” After taking a few steps inside the house, the boy notices a swing in the garden area and utters “Wahi jhoola!” This is followed by the appearance of an old Bengali couple standing at the railing of the balcony. Seeing the younger couple with their kid entering their home, they are ecstatic, “Wahi ek bachhewala couple”.
The younger couple thereafter notice striking similarities to what they have always desired in their home and what they see in this house. Upon introducing himself to the old couple by mentioning “Myself Arindam Chatterjee”, the old man seems delighted and expresses pleasure to his wife on getting a “Bengali” couple they were seeking as tenants. However, the man is still apprehensive and he asks the old man, “Magar kiraya?”, and the old man happily replies, “Wahi pachchis hazaar”, which is mutually agreeable to both the families. The ad concludes with a male voiceover saying, "Wahi milega jo man nmein hai, sirf OLX.in par".
Amarjit Batra, CEO, OLX India, said, “Real estate is becoming a fast-moving category on OLX.in and is witnessing a huge increase in consumer transactions. Individuals are now using the Internet to rent, sell or purchase property directly without involving middlemen. People have a requirement of a specific type of tenants or a house in a particular locality with ample facilities. Taking this insight, we aimed at creating awareness for OLX.in as the most significant marketplace for real estate oriented transactions. This ad convincingly urges users to try out real estate category on OLX.in which ensures the most desired requirements of real estate dealings, be it finding a dream home, a desired lodger or a perfect landlord.”
The connotation of the ad clearly brings out that getting the right product or price is no more a daunting task. With just a click, a perfect match can be found on OLX, especially when it comes to finding your dream home, a new tenant or the location and its facilities.
Ramanuj Shastry, Chief Creative Officer, Saatchi & Saatchi, commented, “I love the insight that 'You'll find the perfect match on OLX'. In today's world, sales promises are looked at with skepticism. What you see is what you don't get. Real estate is probably the most glaring example of that. And it's quite a delight to find exactly what you've been promised. The ad dramatises this singular advantage of OLX in a humorous and entertaining manner."
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