OLX says SELLphone, as it launches mobile app

27 Mar,2014

By a correspondent


A new TVC by OLX.in celebrates the exuberance, individuality, and the confidence of the women-of-today, highlighting their independence, and freedom to express themselves. The TVC shows an empowered, smart, and vivacious woman protagonist, and reinforces the ease and simplicity of the OLX Mobile App.


Amarjit Singh Batra, CEO, OLX India, commented, “Selling is a joyous experience on OLX as it is simple, and leaves you with more money in your pocket, and more space in your home for things that really matter. It is this joy of selling that is captured by our new TVC. The OLX Mobile App is the easiest way of selling either from home or on-the-go, and is ranked as the top shopping App on Google Play Store India. Approximately 70 per cent of the traffic on OLX is coming from mobile users, which is why we are urging people to use the ‘Cellphone as a SELLphone‘ and enjoy the experience of selling on OLX.”


The new TVC, shot to the catchy tunes of the popular Bollywood number ‘Womaniya’, aptly captures the aspirations of the women of India to make their lives more manageable, to not feel financially dependent on others, and to have some fun in the process.


Conceived by advertising agency Lowe Lintas, the TVC captures a quintessential conversation between a husband and wife, with the wife expressing her desire to buy new household products, and the husband procrastinating and rejecting the idea for lack of money, and space in the house. The wife, who is left a little stumped by his response, decides to take matters in her own hand by downloading the OLX mobile App to sell things the family has no use for. The idea of selling, ridding her home of clutter, and earning money without anyone’s help is so enjoyable that she is seen dancing and skipping around her home, merrily clicking used items from her ‘SELLphone’to post Ads for free on OLX. So infectious is her energy that her mother-in-law soon joins the selling frenzy, breaking into a jig to the beats of the Womaniya song. When the husband returns in the evening, he is left puzzled by the uncluttered apartment and his wife and mother dancing with a wad of cash in their hands. When he asks where all the stuff went, the two ladies hold up the cellphone and proudly tell him that they sold all the goods they didn’t have use for on the ‘SELLphone’, referring to the OLX mobile App.


“We chose to tell the story of ease of usage of the OLX mobile App through a commercial dedicated to women. ‘Phone Ko Banaao ‘SELLPhone‘ as an idea captures the proposition of the OLX mobile App and caps the effortlessness with which a woman goes about selling things in her house in a fun manner,” says Shriram Iyer, Executive Creative Director, Lowe Lintas India.


The campaign has gone live from March 26, 2014 and will be broadcast in seven different languages.


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