Comedian Kapil Sharma joins OLX's 'Beche de' campaign

Lowe Lintas gets TV's funny man, Kapil Sharma, to reiterate that anything can be sold on OLX. The ad tells the life story of unused goods, through Kapil as an unused juicer!

BestMediaInfo Bureau | Mumbai | August 5, 2014

Click on the image to watch the TVC.

Online classifieds portal, OLX.in, with its popular tagline 'Bech de', has come out with a new campaign. And it has roped in television's funny man, Kapil Sharma. Created by Lowe Lintas, the campaign highlights the ease with which one can sell anything on OLX. Most Indians feel uncomfortable selling something they own, and think they are not worthy of being sold. The campaign hopes to change that perception.

Kapil Sharma, in his signature style, plays the role of an unused juicer mixer. The TVC addresses our habit of storing and stocking goods and never using them.

“As a brand, we have always used humour to drive pertinent messages around aspirations, consumption, stocking and selling. Kapil Sharma personifies humour in India and that resonates strongly with OLX's style of messaging. The brand association between OLX and Kapil Sharma for this TVC was seamless as both have risen recently to become strong brand names that are loved by people, and have become a part of their daily lives,” said Amarjit Batra, CEO, OLX.in.

The TVC opens with Kapil Sharma dressed as a juicer admonishing the houseowner for never using him. As a verbal duel ensues, the housewife asks the juicer if anyone would take him since he is useless. He corrects her saying he has been 'used less'. He coaxes her to put up an ad on OLX, which she does and offers start pouring in. The TVC ends with him bidding a not-so-heartfelt goodbye to the lady, who is too engrossed in counting the money.

"Traditionally, there have been only a few avenues for selling used goods in India. Indians have been brought up to preserve resources. But, in the last few years, growing aspirations of people have led them to buy more frequently, leading to an increase in household clutter. Through this TVC, we are trying to highlight the most useful and practical reasons for selling used goods in a fun way,” commented Batra.

“Since Kapil Sharma is hugely popular, our challenge was to ensure that he looks and sounds different in this TVC while retaining his core essence. So we came up with the idea of Kapil as a product. The struggle was to pitch it correctly in execution. The balance between Kapil Sharma the person and Kapil Sharma the product was critical,” said Shayondeep Pal, Group Creative Director, Lowe Lintas.

The TVC:

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

Credits:

OLX client team: Gaurav Mehta, Director, Marketing

Creative Agency: Lowe Lintas, Delhi

National Creative Director: Amer Jaleel

Executive Creative Director: Shriram Iyer

Group Creative Directors, Delhi: Shayon Deep Pal, Mohit Arora

Creative team: Nisheeth Srivastava, Manzoor Alam, Anshul Nagpal

President, Delhi: Naveen Gaur

Executive VP, Delhi: Syed Amjad Ali

Brand team: Mayoori Sangameshwar Hanagodimath, Rahul Ojha

Planning: Farah Bashir

Info@BestMediaInfo.com

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