Olx helps unlock best price with priceless proposition

05 Mar,2015

By A Correspondent

 

When Olx started building the market for consumer-to-consumer (C2C) classifieds in India, people took to the platform spontaneously and enthusiastically. As ‘Bech De’ took over the country, users began to not only experience the monetary benefits of the platform, but also the various less obvious, and deeper benefits of using Olx. ‘Keemat Bhi, Kuchh Keemti Bhi’, the latest campaign from Olx, is based precisely on this insight shared by its users over the last four years.

 

Said Amarjit Singh Batra, CEO, Olx India, “When we started out, we had the challenging task of creating the C2C market for used goods in India. As the platform started gaining popularity, we realized that there was a something bigger happening which was more compelling and emotive than just a mere transaction. People enjoyed Olx because it thrived on direct human interaction, which is both becoming more fleeting under the pressures of a busy and stressful life, and is typically done through middlemen in marketplaces. The other user insight we gained pertained to the place our belongings have in our life. The products we own are closely tied to our stories, passions, and dreams, and Olx is a means to extend those dreams by the way extending the life-cycle of the product. Our ‘Keemat Bhi, Kuchh Keemti Bhi’ campaign is a tribute to not only all Olx users, but also everyone who has had to let go of a passionate dream because of circumstances.”

 

The ‘Keemat Bhi, Kuchh Keemti Bhi’ campaign features two films, a TVC built around common love for a jeep and a short film on cricket. The TVC with the jeep features actor Shefali Chhaya, and has been directed by film director and writer Homi Adajania of ‘Finding Fanny’ and ‘Being Cyrus’ fame. This is Homi Adajania’s first ad film.

 

Created by Lowe Lintas, the TVC depicts the story of a middle-aged man and woman, who are the potential seller and buyer respectively of a used Jeep. While on a test drive, the man tries to break the ice by indulging in a light conversation with the slightly uptight woman, played by Shefali Chhaya. She reveals that she likes the jeep because her dad used to have one but does not take well to the tone the man is using, and accuses him of flirting. When she notices that the man is feeling guilty because of her remark, she lowers her guard, and buys the car from him indicating the beginning of a possible friendship between the two. The film ends with the tagline “Keemat Bhi, Kuch Keemti Bhi”.

 

The short film on cricket tells the story of a cricket player who is unable to pursue his dream of playing cricket because of circumstances that lead him to join the family business. Trapped in a job at a marble factory that he doesn’t like, he often looks at his cricket bat with a sense of despondence. Frustrated and hopeless, one day the protagonist takes his bat to a marble-slicing machine with the intention of pulverizing it. The film then moves on to a cricket stadium where a local game is being played. The batsman at the crease is in full-form hitting boundaries one after another. The protagonist watches in anticipation, clapping for the batsman after every shot. At the end of the game the batsman looks at the protagonist and starts walking towards him. The film moves to a flashback and shows that the protagonist never put his bat in the machine. He decided to sell the bat on Olx, and the buyer was the young batsman. Coming out of flashback, the young batsman is seen thanking the protagonist. The film ends with the ‘Keemat Bhi, Kuchh Keemti Bhi’ tagline. The last frame of the film says #LetWhatYouLoveLive.

 

Amer Jaleel

Amer Jaleel, National Creative Director, Lowe Lintas, said, “People not only get value for their products but also earn something valuable in the process. The Campaign line –“Keemat bhi, kuchh keemati bhi” says it all. Olx provides a platform, where people can share a passion for a particular product, therefore connecting with each other beyond a monetary exchange.”

 

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