OLX's new campaign shows the selling power of women, an audience that has always been looked upon as the 'buyer'. It celebrates the exuberance, individuality and the confidence of today's women. Created by Lowe Lintas, the campaign brings a fresh perspective to women empowerment. Set to the tune of the popular Bollywood song 'Womaniya', it focuses on how the cellphone can be used to sell items on OLX.
“We chose to tell the story of ease of usage of the OLX mobile App through a commercial dedicated to women. 'Ab Phone Ko Banaao SELLPhone' as an idea captures the proposition of the OLX mobile App and caps the effortlessness with which a woman goes about selling things in her house in a fun manner,” commented Shriram Iyer, Executive Creative Director, Lowe Lintas.
“Every day women from all over India write to us about their experience of selling on OLX. It has been heartening for us to read different accounts and stories of how OLX has helped them unclutter, earn money, feel independent, and empowered. This was the primary motivation for us to focus on women in this TVC. Women are also the primary shoppers in every family, and understand the needs of the house better than anyone perhaps. But often, especially in the case of stay-at-home women, they are financially dependent on others for making household purchases. We want women all over India to know that on OLX they are empowered because here they don't have to depend on anyone,” said Amarjit Singh Batra, CEO, OLX India.
The TVC starts with a wife reminding her husband that they have to buy furniture today. The husband, however, is least interested and says they cannot because of lack of space and funds both. The wife is visibly irritated but decides to take things into her own hands. She fishes out her cell phone and while the song plays in the background, she dances and clicks pictures of items that she thinks can be sold on OLX. Out goes the old furniture, in comes the funds.
Upon his return, the husband is amazed at what his wife has done within the day. When he asks where all the stuff went, the two ladies hold up the cellphone and proudly tell him that they sold all the goods they didn't have use for on the 'SELLphone', referring to the OLX Mobile App. It uses the tagline, which they hope will reiterate with mobile phone users across the country: “Ab Phone Ko Banao SELLphone”.
Batra explained, “Selling is a joyous experience on OLX as it is simple, and leaves you with more money in your pocket, and more space in your home for things that really matter. It is this joy of selling that is captured by our new TVC. The OLX Mobile App is the easiest way of selling either from home or on-the-go, and is ranked as the top shopping app on Google Play Store India. Approximately 70 per cent of the traffic on OLX is coming from mobile users, which is why we are urging people to use the 'Cellphone as a SELLphone' and enjoy the experience of selling on OLX.”
The campaign went on air on March 26 and will be shown in seven languages.
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