'Life is never set' so move ahead, says OLX in latest communication

Online marketplace OLX has rolled out its latest ad after the success of its last two campaigns, ‘All New OLX App’ and the‘6 Months Break-Up Challenge’. Titled ‘Aagey badho’, the campaign has been conceptualised by Enormous Brands and aims to establish its significance for fulfilling one’s dreams and moving forward in life.

The campaign opens up with a boy showing his various aspirations through different stages of life. The video shows how the protagonist keeps on wishing first to have a gym kit, then a phone, then bike and he gets them all through the OLX app. Later his partner is seen decorating their room and asking him to sell the gym equipment. The boy finally realises that “Life kabhi set nahi hoti”. The TVC ends with ‘Life is never set. So, keep buying anything, keep selling anything’ with the boy saying ‘OLX karo aagey badho’.

Just after its ‘6 Months Break-Up Challenge’ where it urged people to sell things they have not used since six months, the brand has now come up with the ‘Aagey badho’ campaign urging people to sell and buy continuously for a smooth transition from one stage to another.

Irwin Preet Singh Anand, COO and Marketing Head, OLX India, said, “The campaign is built on the back of emerging consumer insights derived from understanding a generation that believes in #YOLO (you only live once) and has #FOMO (fear of missing out). These trends indicate that young Indians have unquenchable aspirations and a continuous desire for new experiences. The campaign aims to highlight the brand as a preferred partner in the hustle and bustle of chasing life’s endless aspirations.”

Ashish Khazanchi

Ashish Khazanchi, Managing Partner, Enormous Brands, added, "For us, the key insight was that whenever people interact with OLX, it is a sign of them moving on from their station in life. It is not merely about selling or buying physical goods. It is about moving forward. Whether you are using the platform for easier access to your desired purchases while buying or selling stuff to move on ahead in life, interacting with OLX is all about the enrichment of a person’s life. The brand exhorts the viewer to ‘OLX karo, aagey badho’. This is the plank that also allows us to talk to the buyers as well as the sellers with a singularity of purpose."

The brand’s latest campaign will run across television, radio, cinema and digital mediums platforms. It has been released in seven languages – Tamil, Telugu, Malayalam, Bengali, Marathi, Kannada and Hinglish.

The TVC:

Credits:

Agency: Enormous Brands

Client: OLX

Director: Hemant Bhandari

Production House: Chrome Productions

Creative Team: Ashish Khazanchi, Abhishek Chaswal, Khurram Haque, Umesh Grover and Sayak Basu

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