Riding on the success of the 'Bech De' proposition, OLX.in has released a new TV commercial with a blend of humour and ever green pati-patni nokjhonk. Revolving around the theme of 'badibadibaatein', this concept is based on the insight that mid-life crisis makes most men buy expensive toys like SLRs, guitars and super bikes to boost their faltering self-image. The wives are always conscious of this transition. They are tolerant yet aware of the waste of money as stuff is bought with much interest but never used. The underlying message that comes out through this communications is to show the similarity between OLX.in and this kind of big talk- they both come free of cost! The ad has been conceptualized by the well renowned creative agency Saatchi & Saatchi.
The new TV commercial is set among multiple married middle aged couples of India where a wife is taunting her husband for not living up to his tall claims of learning to play the guitar, lose weight or use his expensive digital SLR camera. Not ready to accept defeat, the husband plays along by promising to keep his word. The intrinsic good humour that is typical of OLX ads continues through this ad as well. OLX's last two campaigns have received a phenomenal response in establishing the site's identity and making it popular across India. The new creative is a step further to cement the idea of making every person use OLX.in as for selling their personal products which have been bought but not used much.
AmarjitBatra, Country Head of OLX India explains the need to veer to a new idea with this commercial. He says, “We have retained the core value proposition of highlighting those personal goods that we have a tendency to hoard at home in spite of them not being used. The new communication subtly encourages the viewers to sell their products through our sitewhile stressing on the no cost factor common to your 'badibadibaatein' and putting an ad on OLX.in.” He further adds, “I'm really excited with the jingle used in the creative. The OP Nayyar-esque sound of it will definitely get women humming it to their husbands.”
Tapping on the Indian family backdrop with this ad again, RamanujShastry, NCD, Saatchi & Saatchi, said “We deliberately wanted to continue with the typical Indian household setting this time by showing a wife bickering with her husband. We have found that such grounded characters are easily relatable and hence there was no need to get out of the domestic scenario. It is common to find couples engage in playful banter of this nature each trying to gain the upper hand. The idea is to make OLX.in the first name that comes to your mind when you wish to sell something you don't need lying around the house,in a subtle manner.”
The campaign has also been extended on Radio with the same theme of 'badibadibaatein' being utilized to inform listeners to let go of the products after they have served their time on the shelf as adornments. The witty creatives on Radio are very interesting interactions between various people and would be easily related to by most people.
For further information, please contact:
Value 360 Communications - An Affiliate of Huntsworth
/afaqs/media/member_avatars/b19bc90752f22463c21493ea40ad04dd26b32ea4045d163717734c0181e00e52.png )
Follow Us/afaqs/media/agency_attachments/2024-10-10t065829449z-afaqs_640x480.png)
/afaqs/media/post_attachments/42cfd2d7d5eb3423b63f998f9e9b49e1786a3fc029ffa5dc65dee3454df82378.jpg)