The global online marketplace unveils its new logo along with a host of new mobile and web features and, of course, a new tagline...
As part of its "global brand reform", the Naspers-backed online classifieds major, OLX India has undergone a major re-branding exercise. This includes donning a new logo along with a few upgraded features on its mobile and web platforms and, of course, a new tagline - "Set Hai".
Conceptualised by creative agency Enormous Brands, we couldn't help taking note of the peppy, upbeat tone in all six of OLX's new TVCs. But the question that ensued was - why "Set Hai"?
Sushil Kumar, general manager, OLX India, says, "Smart choice and 'Set Hai' is a proposition that enables users to benefit while also benefiting the entire community."
Apart from introducing additional filters for posting an ad to improve the content credibility, to real-time security tips for buyers and sellers in the chat experience, the new platform, now, better enables users to report offensive and spam content. That's not surprising.
Be it cab-booking app Uber (which launched its Safety Kit feature on the app in India, available to users during their journeys in Uber cabs) or a homegrown dating app platform like Woo; lately, it seems like most brands are starting to take their users' safety quite seriously.
However, only time will tell if the 2.0 version is going to click with OLX loyalists or not.
The 'Set Hai'' campaign consists of six films featuring young urban individuals as lead protagonists. Each highlights the journey of these individuals through different stages in their lives. All of the films will go live on digital platforms, but three will also go live as TVC's.
All the spots end with the punchline 'Set Hai' as the characters in the ad seem evidently delighted with the smart choices they made through OLX.
Interestingly, the 'Set Hai' theme, as reported in the company statement, was zeroed in after consumer workshops and six-month-long brand research conducted across 45 countries in which OLX operates globally. The campaign went live on digital and television on March 16 in seven key languages and will soon go live across print and outdoor.
Now, while OLX has been one of the few profitable private internet firms in India over the last few years, FY18 in particular, saw robust growth in its auto (the brand competes with Cars24, CarDekho, CarTrade and Quikr Auto) and smartphone categories.
As a brand, OLX has traditionally banked on their catchphrases/punchlines quite heavily as part of their advertising journey in India.