OLX Autos has launched the campaign ‘Price Nahin, surprise milega’. Conceived by Lowe Lintas Delhi, the campaign films aim to raise awareness about the brand’s best price proposition and encourage sellers to consider OLX Autos when selling their pre-owned cars.
Leading with two TVCs, OLX Autos’ campaign assures sellers that they can always expect the best prices for their cars on the platform. Other benefits such as signifying a transparent process with no hidden charges, free inspection, and RC transfer also strengthen the claim by addressing multiple customer concerns.
Through the element of drama and exaggerated disbelief, both TVCs portraying family and the couple respectively, capture the seller's pleasant surprise while also reiterating the central message relatably through his caricatural astonishment and repeated questions to the salesman/his family. By portraying this sentiment, the ad film conveys that the pricing offered on OLX Autos’ platform goes above and beyond to exceed seller expectations.
A multi-channel approach employing digital and broadcast media, in addition to radio and on-ground activations, will build reach and promote the campaign across platforms among OLX Autos' target audience of car sellers who would consider using the platform for the sale of their vehicle.
“Due to the pandemic and rise in aspiration among the young generation, we can see an inclination towards having personal mobility. Our campaign is aimed at making consumers aware and assuring sellers that they can always expect the best prices for their cars on the OLX Autos platform with transparent and hassle-free processes,” said Amit Kumar, CEO, OLX Autos India.
Sapna Arora, CMO, OLX India, said, “Car buyers throughout the country encounter multiple obstacles when attempting to sell their automobiles via an online platform for the best possible price, and through our campaign, we hoped to emphasise how OLX Autos solves this problem while also assuring the best prices, ease of selling and convenience. The predominant emotion of surprise drives the tone of the campaign, and helps reinforce the message by repetition and by contrasting the component of disbelief with the impossibly attractive proposition.”
Prateek Bhardwaj, Chief Creative Officer, Lowe Lintas, said, “Who said simple and straight can't be interesting too? We had a simple message, and we made a virtue of it. Kudos to Sidhant Mago and his team for making this shine the way it does. And also to our client who loved it from script to film.”
Agency: Lowe Lintas
Creative: Prateek Bhardwaj, Vasudha Misra, Sidhant Mago, Manzoor Alam, Vivek Mehra, Gauri Makkar
Account Management: Naveen Gaur, Tanul Bhartiya, Pratik Adhikari, Pranjal Nagar
Account Planning: Anurag Prasad, Punit Singh
Production House: Chrome Pictures
Director: Hemant Bhandari