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New OLX campaign is a humorous take on one-upmanship

The ad has been created by ITSA Brand Innovations and plays on the ‘Bech De’ communication strategy through a real-life situation of one-upmanship

BestMediaInfo Bureau | Delhi | April 4, 2013

OLX, the free online classifieds site, has released a new television commercial. The commercial features a couple that sees out on a mission to measure their neighbours’ new car and discovers that their car has now become, well, “smaller”! Out rings the clarion call of “Bech De” and the couple is immediately on talking to a prospective buyer who picks it up the same night.

Revolving around the theme of one-upmanship, the TVC is based on the insight that sometimes one’s progress in life is measured in relation to how others are faring in their lives. The wives are always conscious of this ‘status war’. Rather than being a passive bystander, they will be equal partners in partaking in the ‘one-upmanship’ battle. The underlying message that comes out through this communications is that is the best place to sell off your loved items and thus helps you get back in the fight.

The ad has been created by ITSA Brand Innovations.

Amarjit Singh Batra, Country Head, OLX India, said, “We have always tried to find insights into the consumer’s life and given them reasons to sell their pre-owned stuff on What appeals most about this one is a sharp, real life insight. The neighbour’s new car never fails to cause envy and is definitely a mental measure vis-à-vis your own. The story beautifully brings this insight to life through a literal exaggeration. Cars are an important category for buyers and sellers on and we wanted to create a “Bech De” thematic for this category in specific.”

Emmanuel Upputuru, Copywriter, ITSA, commented, “The car that you own is the most respectable way to show ‘I am the bigger dog in this fight’. And what happens when you suddenly lose this crucial match is depicted in the film in a humorous and engaging manner. They say it’s the men who compare, but if you see the film carefully, it’s not restricted to any gender. In the film it’s the woman who doesn’t want to see the face of their ‘smaller’ car anymore and the solution of course is ‘Bech De’. I would like to thank Buddy who as usual did a great job. We are doing many innovative projects with OLX and it’s always fun to interact with Amarjit and his team.”

The intrinsic good humour that is typical of OLX ads continues through this ad as well. Previous campaigns from OLX have received a phenomenal response in establishing the site’s identity and making it popular across India. The new creative is a step further to cement the idea of making every person use for selling their personal products which have been bought but not used much.

The commercial has been produced by Little Lamb Films and directed by Bauddhyan Mukherjee. The TVC has gone on air this week and will be promoted nationally.

The TVC:


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