The marketplace for used goods OLX.in, has launched four advertisements in Hindi, Tamil, Telugu, and Kannada, each featuring a celebrity superstar. All TVCs revolve around a common themeâ€“ â€˜Let the Old Make Way for the Newâ€™ or â€˜Purana Jayega Toh Naya Ayegaâ€™. The ads that hit TV screens on May 30, 2015, comprise four different films featuring leading stand-up comedian Kapil Sharma, Tamil movie sensation Dhanush, Kannada hit-maker Sudeep, and Telugu star Allu Arjun. Another TVC featuring Bengali celebrity Mir Afsar Ali will be launched shortly.
Commenting on the central theme behind the ads, Amarjit Singh Batra, CEO, OLX.in said, â€œThe central thought behind â€˜let the old make way for the newâ€™ is that change leads to progress. Only when you let go of the old, you create an opportunity for new things to happen in life. People have been selling everything from household items to cars on OLX in just a few hours! OLX is the easiest, and the fastest way in which people are upgrading these days, and bringing about a change in their lives. We hope that â€˜Purana Jayega Toh Naya Ayegaâ€™ becomes both an incentive for people to let go and upgrade through OLX, as well as a mantra to live by.â€
OLX TVCs are known for their originality and have in the past year won the brand several awards and accolades. â€œWe are not just a local brand, we are a hyper-local brand, built by Indians and for Indians. This reflects in our marketing. We were the first internet company to make regional campaigns in local languages with regional celebrities using colloquial sensibilities and references. We have always been the first-movers in online classifieds, and thatâ€™s the reason that our brand today stands for the category itself commanding 85% market share of the C2C trade in the countryâ€ added Batra.
Conceived by Lowe Lintas, the TVC featuring Kapil Sharma depicts a man literally stuck to his used car. Kapil, portraying the role of a security-guard, explains that he has been stuck to it for long, refusing to let go. The man explains that it was his first car, and he doesnâ€™t know what to do with it. Urging him to move on, Kapil takes the manâ€™s phone out, clicks a photo of the car, and uploads it on OLX. Buyers start calling right away, and the car gets sold. The man is seen getting unstuck to his car, and upgrading to a bigger one. In his quintessential tongue-in-cheek style Kapil Sharma concludes – â€œNo chipkoing, kyunkiPurana Jayega Toh Naya Ayegaâ€.
â€œPurana Jayega Toh Naya Ayegais based on our habit of stacking stuff at home which we might not be using. It is only by letting go of the old that you make way for the new. Kapil is the face of the masses. His sensibilities and style are something people relate to. We have used his style in this campaign to put across this message with satire. OLX is a great platform to help us meet people who might be waiting for the exact stuff we are selling,â€ said Shayondeep Pal, Executive Creative Director, Lowe Lintas.
Watch the TVC here