OLX, the classifieds platform, unveiled its new marketing campaign with the brand promise of creating win-win exchanges on the platform. The campaign consists of three ad films that communicate the joy beyond functional benefits of the platform.
The campaign aims to reach out to new users and get them to experience the classifieds marketplace in India. It will be live across India in eight languages: Hindi, English, Tamil, Telugu, Kannada, Malayalam, Marathi and Bengali. The 360-degree campaign comprising seven films (three master films already launched and four shorter films launching on February 25), conceptualised by McCann New Delhi, will run across TV, digital and radio.
The upbeat television commercial shows how individuals from different walks of life are connected through an exchange which is driven by different personal reasons: a desire to exercise one’s interests, give back to a loved one, or even earn additional income. The protagonists in the ad films are shown using OLX to successfully address everyday challenges around their homes and lives, thereby showcasing the versatility that OLX brings in the form of enabling peace of mind, joy and smart solutions. The campaign tagline “Teri Bhi Happy Meri Bhi Happy” is a connotation of that feeling of happiness that a user experiences after discovering the right product, getting the right value for the products, experiencing hassle-free transactions and meeting the right buyers.
“At OLX, we strive to improve lives by bringing people together for win-win exchanges. Through buying and selling items, we're connecting people to one another so they can create value with each transaction and in time empower a supportive and happy community that wins together,” said Sapna Arora, Chief Marketing Officer at OLX India.
She added, “Our user experience is at the heart of OLX, and through the Teri Bhi Happy, Meri Bhi Happy campaign, we want to demonstrate this strong user experience by talking about our key benefits such as finding the right deal, at the right time, right value for the products, hassle-free transactions — making both the buyer and seller equally gratified.”
She added, “On average, Indian households have around 12 items lying around that they no longer use which they often tend to hoard and around 60%-70% of the listings on OLX get sold within 45 days, thereby indicating the huge liquidity on the platform/demand for pre-owned goods in India. With more Indians coming online as first-time internet users, we tapped into this consumer mindset to convey that OLX empowers anyone to make smart choices in support of their wants and needs in a simple yet effective manner, beyond the obvious need to monetise pre-owned products on OLX. With this campaign, we also want to target those users who have never used, or are unaware of the benefits of OLX, especially beyond the metros.”
As per OLX, Indian households have goods worth over Rs 78,000 crore+ lying around their homes that they no longer use, and almost 50% of internet users/Indians in India have never bought or sold a pre-owned item earlier. This ad campaign looks to tap into this consumer segment, especially in tier-II cities, which may have never used online classifieds to transact, and are unaware of its benefits.
Alok Lall, Executive Director and India Head of Advertising McCann, said, “We wanted to shift the OLX platform from a uni-directional perspective, from either that of the buyer or of the seller. Olx brings people together to make meaningful transactions. The experience of it is equally delightful for both the seller and the buyer. The ‘Teri Bhi Happy Meri Bhi Happy’ campaign idea underlines the ease of transacting on Olx. Every transaction delivers a sense of delight and joy. It is delivered through a dual narrative. Stories are about both the seller as well as the buyer and when they transact on OLX, both of them walk away with equal amounts of joy. The buyer for having got a great product and the seller for having got great value. A campaign that shows delight at both ends of the story and puts OLX users at the centre of happiness.”
Agency Name: McCann, New Delhi
Executive Creative Directors: Souvik Datta, Rohit Devgun
Creative Team: Anand Bhushan, Ashish Nath, Sameer Kumar, Musfar Khan, Kailash Chandra, Praneet Aden, Shyam Nair, Akanksha Chauhan
Strategy Team: Abhishek Chaturvedi and Tushar Handa
Client Servicing Team: Jyoti Sharma, Yaman Gogia, Siddharth Shrivastava, Sardar Samim Parvez