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The OLX dig descends from 'Badi Badi Batein' to 'Dekhte Hain'

Conceptualized by Lowe Lintas, the latest of OLX's funky television commercials asks Indian consumers to shed the age-old attitude of dallying with decisions

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The OLX dig descends from 'Badi Badi Batein' to 'Dekhte Hain'

The OLX dig descends from 'Badi Badi Batein' to 'Dekhte Hain'

Conceptualized by Lowe Lintas, the latest of OLX's funky television commercials asks Indian consumers to shed the age-old attitude of dallying with decisions

BestMediaInfo Bureau | Mumbai | February 29, 2016

OLX-Dekhte-Hain Click on the image to watch the TVC.

The television commercials of OLX, which is among the leading classifieds platforms, frequently attract customers, with funky messages. The website has been able to build a strong recall through commercials that swing from comedy to high emotion – notable among which are 'Aadhe Tere-Aadhe Mere', 'Shadi Ke Funde' and 'Womaniya'.

The brand started out by playing around with the offerings on the portal with advertising films like 'Bech De' or 'Badi Badi Baatein'- making a dig at those prone to buying things they do not use. Subsequent advertisements focused on the need to recycle old stuff, inspiring commercials like 'Purana Jayega To Naya Aega' and 'Sab Kuch Bikta Hai'. The television commercials (TVCs) with the tag line 'Purana Jayega To Naya Aega', were a series featuring well- known faces and stars of South Indian films.

After the series of emotional TVCs with tag lines like 'Relive your passion' and 'Foto Frame' earlier in 2016, the brand has now launched a country- wide campaign against procrastination. The marketing campaign makes a dig at the age-old Indian attitude of dallying with decisions - 'Dekhte Hain'. The commercial will expand to a full-fledged campaign across all media platforms. Sporting the tagline 'No More Dekhte Hain, OLX Pe Behchte Hain', the campaign has a specially composed music track as a backdrop. The brand has partnered with popular composer Amit Trivedi for the song.

The commercial broke on the digital platform on Friday, February 26 and will be extended to television this week. The film is based on a market research by the brand on attitudes of OLX's target audience - the average Indian consumer. The research showed up procrastination as a general attitude, not only towards old items that could be sold off, but towards many of life's decisions.

The two- and- a- half minute video begins with a middle aged couple. The wife is trying to convince her husband to sell off the old TV and get a new one. The husband's obvious reaction is, 'Let's see' ('dekte hain)'. The video moves on to depict more such examples.

Amarjit Batra Amarjit Batra

Sharing the insight behind the advertising film, Amarjit Singh Batra, CEO, OLX India, said, “OLX ads have always borrowed from genuine user insights, but this time we have connected the user feedback with a larger challenge that Indians often struggle with – the problem of procrastination. This ad campaign is about introducing a larger change in our attitudes. As a business, we believe that OLX can be a currency for dreams if people timely sell their used goods to upgrade and fulfill their aspirations.”

OLX India claims to have nearly 80 per cent market share of the consumer-to-consumer (C2C) online classifieds in India. It brags of being the number one classifieds for used cars and motorbikes, mobile phones, and household items. The brand has five times the brand awareness of its closest rival. It is the most used buying and selling mobile app in India, according to Google Play store and is currently trending at 2.8 billion page-views a month.

Last month, OLX bagged three Effie awards that recognize the most effective marketing campaigns. The film has been conceptualized by Lowe Lintas. Arun Iyer, Chief Creative Officer, Lowe Lintas, said, “Postponing things indefinitely is a unique Indian trait. And we do this with an often used phrase 'Dekhte Hain'. This insight is even more relevant when it comes to selling our used goods. That is why we felt this was the perfect creative route for OLX. Partnering with India's musical icon Amit Trivedi, we capture this ethos in a groovy and entertaining way.”

The TVCs:

Dekhte Hain:

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

Aadhe Tere-Aadhe Mere -

Shadi Ke Funde -

Womaniya -

Bech De -

Badi Baatein -

Purana Jayega To Naya Aega -

Sab Kuch Bikta Hai -

Relive your passion -

Credits:

Client: Chief Marketing Officer, OLX: Gaurav Mehta

Agency: Lowe Lintas

Creative: Arun Iyer, Arko Provo Bose, Manzoor Alam, Sidhant Mago, Anshul Nagpal, Sharaf Khurram

Account Management: Naveen Gaur, Rajiv Chatterjee, Rahul Ojha, Namita Kohli

Account Planning: Anurag Prasad, Ketaki Chand

Director: Hemant Bhandari

Production House: Chrome Pictures

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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