The reasons to buy used goods are innumerable. But what prompts a buyer to stop pondering, and actually click the buy button? OLX’s first-ever buyer-focused campaign depicts OLX-ers buying all kinds of used products at affordable prices, enabling them to fulfill their most cherished dreams. OLX, the marketplace for used goods, has released two television Ads, ‘Start-up nahi, Start Ab’ and ‘Friends ke saath life set kar’ illustrating this. The punchline of the two TVCs are, “Kal Kare So Aaj Kar, OLX Pe Khareed Kar, Aage Badh” and“Kal Kare So Aaj Kar, OLX Pe Khareed Kar, Life Set Kar” respectively.
Commenting on the campaign, Amarjit Singh Batra, CEO, OLX India said, “OLX is synonymous with selling in India. Even people who have not used OLX associate us with ‘Bech De’.But we are also the most vibrant and liquid platform in the country for buyers. We have 70% unique content on OLX implying that 70% of the products listed on our platform will be found only on OLX, and no other platform. In addition to this, 100% of the Ad content on OLX is user-generated, and 90% of the users coming to OLX are posting in consumer-to-consumer (C2C) categories,ensuring superior quality of listings. These reasons make OLX the most valuable marketplace for a buyer.”
“There are millions of satisfied buyers on OLX who are using OLX to fulfill their unique buying needs. Users are coming on OLX everyday to buy all kinds of things that are making their dreams and aspirations possible. That is the inspiration behind this campaign,” Batra added.
Conceived by Lowe Lintas, the first TVC (Start-Up) depicts the story of two young entrepreneurs who while sitting in a college canteen are busy calculating their business investments. While one of them is listing out the requirements, the other is using a calculator to come up with the total amount. When he lands on an initial investment amount, his heart sinks on the thought of waiting for a year to gather funds. This is when the other partner urges him to stop worrying and logs on to the OLX mobile App to buy used goods. Both of them happily agree and buy goods that they require to start their business. A humorous touch in the last scene depicts them professionally dressed in their new office when another idea strikes! And this time instead of the calculator the guy picks up his smartphone to log on to the OLX mobile app.
The second TVC opens with a ‘just married’ couple who enters their new but unfurnished home to be surprised by their common group of friends, who are trying to help the couple set up their home. They ask the couple that where will they sit or how the couple will entertain them when they visit them! This adds to the humor making the couple feel less burdened by the sweet gesture of their friends. The TVC plays on the emotional attachment between friends who look out for each other when families do not support. Since this is the first marriage in the group and the respective families have not supported it, the friends are trying to cheer up the couple by buying furniture for their house on OLX mobile App.
Said Shayondeep Pal, Executive Creative Director, Lowe Lintas, “So far, OLX has focused on getting people to sell on the site. While we go about that objective, there is also the other end of the spectrum – the buyers, whom we address for the first time through this campaign. The fact is that today’s generation is very smart and practical when it comes to making life choices. Whether it is going ahead with an unconventional wedding or starting their own business, we used this ‘practicality’ aspect to blend in the brand message of how buying on OLX enables the youth to kick start their pursuits. The signoff line ‘Kal kare so aaj kare, OLX pe khareed kar’ captures this spirit of the youth.”