afaqs!

OLX boards Mumbai Metro

By Devesh Gupta , afaqs!, New Delhi | In OOH News | June 24, 2014
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The online buying-selling platform has joined hands with the Mumbai Metro and launched a three month long OOH campaign.

Mumbai's spanking new metro rail has thrown up another exciting advertising platform. OLX.in has launched an OOH campaign in Mumbai in association with Mumbai Metro. The online platform for buying and selling used goods has gone for a train wrap and rebranded some of the bogies of the metro.

OLX OOH campaign

OLX OOH campaign

For the three-month long campaign, a part of the train's exterior look like Mumbai's local trains while the other bogies are wrapped in OLX's colour, orange. The coaches that are made up to look like that of the local trains merge into the ones that are covered in orange. The subtle message behind the branding is that of upgrading - it illustrates the transition from old to new. The tagline clearly illustrated on the train is that of, 'Purane se aage badho. OLX per becho, aur upgrade karo'.

The branding extends to the interior of the train as well, with handlebars cut out in the shape of mobile phones. This branding communicates the ease of the OLX mobile app, allowing users to sell and buy on the go.

The creative for the campaign has been designed by Lowe Lintas and the outdoor has been executed by the Vivak iExchange.

Amarjit Batra, CEO, OLX.in, says, "The Mumbai Metro has allowed the city to upgrade to a better mode of transport that will help make commuting easier. The Metro was chosen as a vehicle for OLX branding because OLX too is grounded on the same principles of making lives better and simpler by helping people unclutter and earn money."

The OLX mobile app has been downloaded more than 12 million times in India across all platforms and is currently the number one selling app on Google Play Store India. The campaign began on June 22.

The company was founded in March 2006 and the OLX platform is used in over 106 countries in 40 languages.

The advertising and branding rights for the Mumbai Metro are owned by Times OOH.

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