afaqs!

OLX cleans houses this Diwali

By Satrajit Sen , afaqs!, New Delhi | In Digital | November 01, 2013
Titled 'Ghar Chamkao, Ghar Baithe Kamao', the campaign aims to help de-clutter homes and earn money by selling off old used and unused commodities.

Cleaning up the house before a festival is almost mandatory in Indian culture. Taking this sentiment forward in a campaign, online classifieds portal OLX.in has launched a seven-city campaign across Delhi, Mumbai, Bengaluru, Jaipur, Pune, Hyderabad and Ahmedabad to help consumers to clean their homes without much hassle and earn money by easy sale of old, unused commodities.

OLX.in campaign webpage

Titled 'Ghar Chamkao, Ghar Baithe Kamao', the campaign started on October 21. OLX has conceptualised this campaign by keeping in mind the festive mood of people during this season.

As a part of this campaign, OLX has partnered with a professional housekeeping agency to help customers across targeted cities and organise their house by getting rid of unused and unwanted things lying around.

Further, the customers can sell their commodities over the online platform of OLX by posting a classified ad for free. To avail the benefits of this campaign, the consumers need to log on to the campaign microsite (http://www.gharchamkao.com) or send an SMS, 'OLX', to 58888 or call on 011 - 66031700 and make their house "Diwali-ready".

A special team will visit select houses at a convenient time. This team shall comprise three members including one OLX representative, who will help de-clutter and list the unwanted things, and specialists from a housekeeping agency to clean up the house.

Amarjit Batra

The campaign has been promoted quite extensively on Facebook and Twitter. The company states that this campaign was an extension of its fun-filled TV campaign that reminds people that things lying ignored or gathering dust in the house may be useful to someone else and can become a lucrative means for consumers to earn some cash by selling them through the free classified website.

Commenting on the objective behind the campaign, Amarjit Batra, CEO, OLX.in, says, "Diwali is the most vibrant and auspicious festival for Indians. So as you plan your Diwali shopping this year, our aim is to help you de-clutter your house comfortably and without much hassle. Our 'Ghar Chamkao, ghar baithe kamao' campaign is an effort to build on this proposition and help consumers to sell and make more money while sitting at home."

The company had recently launched an integrated marketing communications with the message 'Unused samaan ko ghar mein chhupane se accha OLX pe bech do'. The TVC highlighted the steps involved in the process of selling products on OLX to show the convenience of the process.

OLX has also stepped up its marketing efforts with the core communication revolving around educating users on how to sell on the OLX platform. In September, OLX.in launched a digital advertising campaign on YouTube where it showcased a host of 31-second videos that aim to make it easy for the user to post an ad on the platform.

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