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Lowe Lintas wins OLX creative mandate

The agency won the account amidst fierce competition from other top agencies. The mandate is to expand’s brand presence

BestMediaInfo Bureau | Delhi | July 17, 2013 has chosen Lowe Lintas as its creative partner to further build on its brand communication and strengthen its position as the No.1 online classifieds site in India. Being a multi-agency pitch, Lowe Lintas won the OLX account amidst fierce competition from other top agencies. In a nation where people have a tendency to hoard and aggregate goods, the agency will play a pivotal role in extending OLX’s communication of being the largest C2C marketplace in India and an ideal platform for buying and selling aggregated goods lying around in households.

OLX has become one of the most popular brands in the recent past and is now a household name, being a platform that enables buyers to sell anything ranging from vehicles, household furniture, mobile phones, electronics to real estate. Lowe Lintas has now been given the mandate to create engaging communications that cater to the further development of such categories while strengthening the message that people can now sell their pre-owned stuff easily on OLX.

Amarjit Singh Batra, CEO, OLX India, said, “The initial TV ads and messaging of ‘Sab Kuch Bikta Hai’ and ‘OLX pe bech de’ have witnessed positive mass appeal resulting in immense brand recall and a clear user preference for the brand. Building up from here, we want to take this notion a step further to fortify OLX’s brand equity and humanise the brand. We were overwhelmed to see the interest and response from the topmost agencies in the country and we are thankful to all of them who participated in the pitch process and showed an eagerness to work with us. Having weighed all the proposals and looking at the best fit, we chose Lowe Lintas for their ‘populist’ creativity, their focus on business results and their understanding of our brand. We are confident that Lowe Lintas will be able to help us fulfil our objectives.”

Amer Jaleel, National Creative Director, Lowe Lintas, commented, “OLX is an extremely dynamic and exciting brand. The most interesting thing about OLX is that it’s a completely new category with challenges of changing human behaviour. There will be opportunities to crack new insights, and therefore the brand would allow us to introduce absolutely fresh communication.”

OLX has created a paradigm shift in the Indian mindset by giving people the opportunity to sell freely and easily, and this has become increasingly popular among the audience as is evident from the traffic on the OLX site. Currently ranked 18th on Alexa, and having grown almost 50 times over the last two years, OLX has become more of a verb where people often refer to ‘OLX pe bech de’ or ‘OLX kar do’ among their friends and family in their daily lives. By helping individuals sell directly to other individuals and eliminating middlemen, OLX has removed a big pain point for consumers on how to efficiently sell their unused stuff at a great price. And of course, there are millions of people who are looking for deals on second-hand products that they couldn’t buy new, and these people frequent OLX regularly and are patronising the site in a big way.

Having led this space with a very clear cut and focussed communication around creating the C2C category and market development, OLX is now looking at the next chapter of its growth and success in India with the newly formed partnership with Lowe Lintas.

Naveen Gaur, President, Lowe Lintas, said, “We are exceptionally excited to partner with OLX is at the forefront of a genuine consumer revolution in the Indian online space by creating a new selling culture that sees value in almost everything. OLX was seeking creative excellence based on strong strategic thinking and I think we, Lowe Lintas, delivered on that. We look forward to partnering them in creating bigger, better and bolder creative work based on a distinctive brand promise.”


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