MxMIndia

Tag: Amarjit Singh Batra

  • Conducted by Nielsen, the study cuts across demographics to understand the social attitude towards audio, and specifically music streaming in India

    Spotify Study Shows Listeners Have Strong Affinity For Artists Behind The Music

    By A Correspondent

     

    Spotify India has released key highlights of its recently commissioned Nielsen study, ‘Culture & Audio Streaming Trends’ (CAST), which shows how Indians across cities and age groups associate with artists, discover music, as well as their music moments and genre preferences. It also highlights how deeply entrenched the Spotify user in India is with not just music, but also artists when compared to the average music listener in the country.

     

    Said Amarjit Singh Batra, Managing Director – India, Spotify: “We undertook this study to understand what appeals to music listeners in India and what shapes their discovery and consumption of audio – and what we discovered is that Spotify users don’t just know their music but are also highly engaged with the artists behind the songs. Our listeners are also more likely to listen to podcasts more regularly, as compared to the  average music listener in the country.”

     

    According to the study, Spotify users are 39% more likely to listen to music to connect with or learn about the artist, when compared to the average Indian music listener. Data also shows that while 73% of the total respondents often follow their favourite music artists and bands on social media, those who use Spotify are 15% more likely to do so. Similarly, compared to the average Indian music listener, Spotify users are 12% more likely to prefer listening to artists and bands that not many people have heard of, and are advanced music listeners on whom family and friends rely on for music recommendations. The average Spotify user is also 68% more likely to listen to a podcast at least once a month.

     

    Added Batra: “Today, listeners across age groups and cities are connecting with audio to soundtrack their lives while relaxing, doing chores, or working, to socialise, and to reminisce – and what we offer on Spotify caters to these needs. First, we’ve got over 4 billion editorially curated and user created playlists that span genres, moods, and moments; second, Spotify lets you easily share your favourite podcasts and songs with friends and family; and finally, algorithmic playlists such as Repeat Rewind or Wrapped that take you back to music you’ve heard over and over again in the not-so-far-off past.”

     

    The Spotify and Nielsen research team fielded this entire study face-to-face, with over 200 interviewers across India spending over two months across 24 cities to collect data from over 18,000 respondents, covering the country’s urban addressable market. The research was done in early 2020.

     

     

  • Thirteen industry evangelists share insights on digital advertising and more at the second edition of the Ad Club’s digital review

    Think Analogue, Go Digital

     

    By A Correspondent

     

    Digital is no rocket science. Employ analogue ideas. Don’t stress too much about algorithms. And ensure a good marriage of ideas, storytelling and technology.

     

    That seemed to be the message of what 13 top marketing services professionals said at the second edition of the Advertising Club’s D-Code digital review.

     

    Addressing the forum were Amarjit Singh Batra, Managing Director, Spotify; Jogesh Lulla, COO, Corner Stone Sport and Entertainment; versatile Standup Comedian, Musician & Filmmaker, Kenny Sabastian; Karan Bedi, CEO, MX Player; Mustafa Ghouse, Chief Operating Officer, JSW Sports Pvt Ltd; Nirmal Pulickal, Head – Facebook Creative Shop, Facebook; Partha Sinha, Vice Chairman and Managing Director, McCann Worldgroup; Rashi Goel, VP- Consumer Communication Media, CRM & NHW, Nestle; Sachin Sharma, Director – Sales & Partnerships;  Bytedance (Tik Tok); Sidharth Rao, CEO & Co-Founder, Dentsu Webchutney; Srivats TS, VP Marketing, Swiggy; Sumeet Narang, Vice-President – Marketing, Bajaj Auto and Vikas Agnihotri, Country Director, Google.

     

    Said Vikram Sakhuja, President, The Advertising Club, as he started the proceedings: opened the evening saying: “With D-Code we aim to break the definitive code of digital marketing. Today, most marketers are exploring various formats, forms and platforms to bring business value using digital marketing and the insights of our speakers today will go a long way in paving the best success stories for the industry in the coming years.”

     

    Added Aditya Swamy – Managing Committee Member, The Advertising Club: “The goal of D-Code is to inspire and be inspired. With a range of speakers from across the eco system showing work by brands, platforms and talent, I hope we were able to raise the bar and give marketers thought starters to crack the Massive digital opportunity.” And this is what Punitha Arumugam – Managing Committee Member, The Advertising Club said: “26 case studies and 39 tips on digital in one evening was time well-spent. We had great feedback from the audience with inputs on how to make D-CODE even larger and better in 2020.”

     

    Next week: Look out for a report on the event by industry veteran and MxMIndia columnist Sanjeev Kotnala

  • OLX releases new brand campaign derived from latest trends & consumer insights

    Six months is all it takes to undergo change, affirms OLX in latest campaign

     

     

    OLX has announced the launch of its latest brand campaign that has gone live on television and digital, and will be amplified across radio, social media, and out-of-home in the coming weeks.

     

    Known as the ‘6 Months Break-Up Challenge’, the campaign urges people to sell pre-owned goods that they haven’t used for at least six months. The campaign is based on the insights gathered from CRUST (Consumer Research on Used-Goods and Selling Trends), OLX’s annual consumer survey to understand user behaviour towards used goods, as well as other consumer trends.

     

    According to CRUST 2016, conducted by leading research firm IMRB, stocking is the most common activity pertaining to pre-owned goods, and Indians are stocking unused goods to the tune of ₹ 78,300 crores in their homes. The survey had also revealed that 37 per cent of the respondents cite the age-old excuse of ‘I’ll use it one day’ as their top reason for stocking used items.
    Said Amarjit Singh Batra, CEO, OLX India, ​​“There are still so many people in India who arestocking things they have no use for under the excuse that they’ll use it one day. This leads to inefficiency in our lives, in the economy, and in our society. The Rs 78,000 crore of pre-owned goods being stocked in Indian homes has the potential to find its way back into the economy and into our lives, but it’s lying idle and being wasted. We want India to unlock the potential of these pre-owned items by looking inside their homes. This will help bring about a bigger change by letting us consume more judiciously and wasting less.”

     

    Conceptualised by Lowe Lintas, the ‘6 Months Break-Up Challenge’ campaign focuses on both the buyer and the seller, highlighting the ease and the convenience of the hyper simple buying and selling experience in a trusted environment.

     

    Said Naveen Gaur, President, Lowe Lintas: “In this campaign, we wanted to continue the journey we had started with in our last campaign, where we managed to pitch the brand in a cooler, younger, and trendier way to the youth. Our task here was to make people realise that everyone had something or the other lying around that they were not using on a regular basis.  We wanted to seed the behaviour of selling these lesser used goods rather than letting them become a blind spot. The creative idea was to encourage the audience to take up the 6 months’ challenge, where they could identify things that they had not engaged within 6 months, and then “break up” with those things by selling them on OLX.”

     

     

  • As media AOR, Maxus will manage all traditional media outlets as well as content marketing for the brand. The digital business will continue to be with ZenithOptimedia, which managed the OLX account until recently

    Move-de! OLX mandates Maxus with media duties

    By A Correspondent

     

    It’s now been made official. For the last few weeks (or was it months), it’s been known that leading online classifieds platform OLX has moved its non-digital media and content marketing mandate to Maxus India. Now it’s been made official.

     

    The account win happens after a multi-agency pitch held late last year. It will be managed by the New Delhi team lead by Maxus managing partner Navin Khemka. As media AOR, Maxus will manage all traditional media outlets as well as content marketing for the brand. The digital business will continue to be with Zenith Optimedia, which managed the OLX account until recently.

     

    Said Amarjit Singh Batra, CEO, OLX India on the move: “Changes in the technology and media domains, as well as the growth in the Internet business, not only offer new opportunities but also pose some interesting challenges. We feel that Maxus will be able to think strategically, and offer innovative business-led solutions for the same.” Commenting on the win Kartik Sharma, Managing Director- Maxus South Asia said, “Our vision is two-fold- to communicate their brand proposition through an effective media mix and creative strategies, and use those to accelerate business growth for the brand.”

     

    Navin Khemka, Managing Partner, Maxus added: “We are delighted to have OLX as a part of the Maxus Delhi team. Our experience and expertise in managing new age clients has helped provide them with an edge in the market place. We are confident about delivering ground breaking solutions for driving OLX’s business objective. We are looking at innovative and customized solutions to connect buyers and sellers in every small town and village in India.”

     

    Interestingly, Khemka moved to Maxus in July 2014 after spending over eight years at ZenithOptimedia (ZO) in July 2014 where again he managed the ZO business amongst several others.

     

  • The campaign through a new TVC urges consumers to upgrade their mindset and not give up on their dreams as there is always a good bargain on OLX

    ‘Upgrade’ takes a new meaning in OLX’s latest ad

    By A Correspondent

     

    A step forward in life is usually symbolized with an upgrade in physical goods that come at a price. But often an upgrade in mindset brings about a change which reaps benefits without compromising on your dreams or your wallet. This is what OLX’s new TVC depicts – live a contented and independent life without compromising on your dreams by borrowing snippets from everyday life situations of modern working couples in mid-level corporate jobs. Giving its successful campaigns, ‘Bech De’ and ‘Keemat Bhi, Kuch Keemti Bhi’, a new outlook, OLX has released a television Ad, ‘Aadhe Tere, Aadhe Mere’ continuing with the successful punch line “keemat bhi, kuch keemti bhi, OLX pe Bech De”.

     

    Said Amarjit Singh Batra, CEO, OLX India, “As a consumer-to-consumer (C2C) platform OLX believes in bringing people together for win-win exchanges, and improving their lives. The ‘used car’ segment on OLX witnesses exceptionally fast transactions and offers great cars and value for both  buyers and sellers on making us the most preferred platform for used cars. The desire to upgrade comes most naturally to consumers making selling of used cars relatively more established as a behavior. Through this TVC we are trying to highlight how OLX plays a role in the daily life of people, allowing them to take decisions that bring loved ones even closer and also make their lives easier. Since car is a big-ticket purchase, we try to make the experience stress free. Thus we took the lead in offering inspection of cars which is a value-added service for the buyers.”

     

    Conceived by Lowe Lintas, the TVC depicts the story of a modern working couple getting ready to leave for their respective offices. While the husband’s getting ready, the wife is waiting outside their car looking at her watch since she is getting late for work. He drops her off at her office and reminds her that he will pick her up at 6.30 in the evening. After a hectic day at office, she gets a text from her husband saying that he will be late by an hour. She waits for him while the rest of her colleagues have left. Finally she gets a text saying that he won’t be able to make it and she should grab a taxi and head home. While she is pondering over the day’s events, the husband reaches home and they have a conversation where she expresses her concern. She tells her husband that she used to be more independent before she got married compared to what she is now. The husband thinks about it and decides to sell his car. He uploads an ad on OLX app and sells the car after meeting the buyer. The next scene shows the wife leaving for office, when she is surprised to find two smaller cars instead of the previous sedan of her husband. The husband then asks the wife to choose her own car which leaves her happy and surprised. The TVC ends with the tagline, “keemat bhi, kuch keemti bhi, OLX pe Bech De”.

     

    Said Shayondeep Pal, Executive Creative Director, Lowe Lintas, “Under the umbrella of Keemat Bhi, Kuch Keemti Bhi, OLX has managed to blend in seamlessly the societal issues and behaviors that people can relate to. Our task was to take the thought forward and strengthen the proposition with a new lens. The story is about a modern working couple who have mid-level corporate jobs. It challenges the traditional aspects of an upgrade, and talks instead of an upgrade in mindset. The idea was to resonate with young couples, for whom self-reliance and independence are important aspects in relationship building.”

     

  • Two TVCs urge buyers to not postpone their dreams as there is always a good bargain on OLX

    OLX unveils first ever buyer campaign

    By A Correspondent

     

    The reasons to buy used goods are innumerable. But what prompts a buyer to stop pondering, and actually click the buy button? OLX’s first-ever buyer-focused campaign depicts OLX-ers buying all kinds of used products at affordable prices, enabling them to fulfill their most cherished dreams. OLX has released two television ads ‘Start-up nahi, Start Ab’ and ‘Friends ke saath life set kar’ illustrating this.

     

    Said Amarjit Singh Batra, CEO, OLX India, “OLX is synonymous with selling in India. Even people who have not used OLX associate us with ‘Bech De’. But we are also the most vibrant and liquid platform in the country for buyers. We have 70 per cent unique content on OLX implying that 70 per cent of the products listed on our platform will be found only on OLX, and no other platform. In addition to this, 100 per cent of the ad content on OLX is user-generated, and 90 per cent of the users coming to OLX are posting in consumer-to-consumer (C2C) categories, ensuring superior quality of listings. These reasons make OLX the most valuable marketplace for a buyer.”

     

    “There are millions of satisfied buyers on OLX who are using OLX to fulfill their unique buying needs. Users are coming on OLX everyday to buy all kinds of things that are making their dreams and aspirations possible. That is the inspiration behind this campaign,” Batra added.

     

    Conceived by Lowe Lintas, the first TVC (Start-Up) depicts the story of two young entrepreneurs who while sitting in a college canteen are busy calculating their business investments. While one of them is listing out the requirements, the other is using a calculator to come up with the total amount. When he lands on an initial investment amount, his heart sinks on the thought of waiting for a year to gather funds. This is when the other partner urges him to stop worrying and logs on to the OLX mobile App to buy used goods. Both of them happily agree and buy goods that they require to start their business. A humorous touch in the last scene depicts them professionally dressed in their new office when another idea strikes! And this time instead of the calculator the guy picks up his smartphone to log on to the OLX mobile app.

     

    The second TVC opens with a ‘just married’ couple who enters their new but unfurnished home to be surprised by their common group of friends, who are trying to help the couple set up their home. They ask the couple that where will they sit or how the couple will entertain them when they visit them! This adds to the humor making the couple feel less burdened by the sweet gesture of their friends. The TVC plays on the emotional attachment between friends who look out for each other when families do not support. Since this is the first marriage in the group and the respective families have not supported it, the friends are trying to cheer up the couple by buying furniture for their house on OLX mobile App.

     

    Shayondeep Pal, Executive Creative Director, Lowe Lintas said, “So far, OLX has focused on getting people to sell on the site. While we go about that objective, there is also the other end of the spectrum – the buyers, whom we address for the first time through this campaign. The fact is that today’s generation is very smart and practical when it comes to making life choices. Whether it is going ahead with an unconventional wedding or starting their own business, we used this ‘practicality’ aspect to blend in the brand message of how buying on OLX enables the youth to kick start their pursuits. The signoff line ‘Kal kare so aaj kare, OLX pe khareed kar’ captures this spirit of the youth.”

     

  • Two new TVCs reiterate that there is something valuable in every OLX transaction

    Olx kicks off Phase 2 of ‘Keemat Bhi…’ campaign

    By A Correspondent

     

    On the back of a positive response to ‘Keemat Bhi, Kuch Keemti Bhi” launch campaign earlier this year, Olx has launched the second edition of the same. Two new commercials released under the campaign depict that there is both value and something valuable hidden in every Olx transaction. The two films aptly bring out the importance of being able to make others happy, while fulfilling one’s own aspirations.

     

    Said Amarjit Singh Batra, CEO, OLX.in, “Our second ‘Keemat Bhi, Kuch Keemti Bhi’ campaign is based on the resounding response to the first campaign from across the country earlier this year. As a consumer-to-consumer (C2C) platform, human connection is at the core of our business. Olx has always given people the best value for their used products, but every product is also tied to its user through a unique story, which is invaluable. These two Ads celebrate those invaluable aspects of an Olx transaction.”

     

    The latest “Keemat Bhi, Kuch Keemti Bhi” campaign features two films – A Phone. A Picture. And a lifetime of friendship in Kashmir’, which has been shot entirely in Kashmir, and ‘Old Treasure Found’, which has been released in Tamil, Telugu, and Malayalam.

     

    ‘A Phone. A Picture. And a lifetime of friendship in Kashmir’ depicts the story of a local shopkeeper and an army officer, and the beautiful friendship shared between the two. The second film features legendary actress Kanchana, who has acted in films in various languages including Tamil, Telugu, and Malayalam.

     

  • Four different ads featuring celebrities Kapil Sharma, and actors Dhanush, Allu Arjun, and Sudeep released across India

    Olx rolls out nationwide campaign featuring celebrities

    By A Correspondent

     

    Olx.in has launched four ads in Hindi, Tamil, Telugu, and Kannada, each featuring a celebrity superstar. All TVCs are weaved around a common theme – ‘Let the Old Make Way for the New’ or ‘Purana Jayega Toh Naya Ayega’. The ads that hit the TV screens on May 30, 2015, comprise of four different films featuring leading stand-up comedian Kapil Sharma, Tamil movie sensation Dhanush, Kannada hit-maker Sudeep, and Telugu star Allu Arjun. Another TVC featuring Bengali celebrity Mir Afsar Ali will be launched shortly.

     

    Said Amarjit Singh Batra, CEO, Olx.in, “The central thought behind ‘let the old make way for the new’ is that change leads to progress. Only when you let go of the old, you create opportunity for new things to happen in life. People have been selling everything from household items to cars on Olx in just a few hours! Olx is the easiest, and the fastest way in which people are upgrading these days, and bringing about a change in their lives. We hope that ‘Purana Jayega Toh Naya Ayega’ becomes both an incentive for people to let go and upgrade through Olx, as well as a mantra to live by.”

     

    “We are not just a local brand, we are a hyper-local brand, built by Indians and for Indians. This reflects in our marketing. We were the first internet company to make regional campaigns in local languages with regional celebrities using colloquial sensibilities and references. We have always been the first-movers in online classifieds, and that’s the reason that our brand today stands for the category itself commanding 85% market share of the C2C trade in the country” added Batra.

     

    Conceived by Lowe Lintas, the TVC featuring Kapil Sharma depicts a man literally stuck to his used car. Kapil, portraying the role of a security-guard, explains that he has been long stuck to it, refusing to let go. The man explains that it was his first car, and he doesn’t know what to do with it. Urging him to move on, Kapil takes the man’s phone out, clicks a photo of the car, and uploads it on Olx. Buyers start calling right away, and the car gets sold. The man is seen getting unstuck to his car, and upgrading to a bigger one. In his quintessential tongue-in-cheek style Kapil Sharma concludes – “No chipkoing, kyunki Purana Jayega Toh Naya Ayega”.

     

    Shayondeep Pal, Executive Creative Director, Lowe Lintas said. “Purana Jayega Toh Naya Ayega is based on our habit of stacking stuff at home which we might not be using. It is only by letting go of the old that you make way for the new. Kapil is the face of the masses. His sensibilities and style are something people relate to. We have used his style in this campaign to put across this message with satire. OLX is a great platform to help us meet people who might be waiting for the exact stuff we are selling.”

     

  • The premier awards for advertising, media and marketing professionals were presented with much fanfare on Saturday

    IAA Leadership Awards 2015 presented

     

    By A Correspondent

    CMO interviews by Dyanne Coelho

     

    It would be wrong to single out any single IAA Leadership Award winner. All them are super-achievers. Along with a host of top marketers (see list below), Bennett, Coleman and Company Limited managing director Vineet Jain and India Today group Chairman and Editor-in-Chief were among the top mediapersons presented with the IAA honours. Arundhati Bhattacharya of the State Bank of India was CEO of the Year. And CVL Srinivas and Prasoon Joshi from adland were Media Agency Head and Creative Agency Head respectively. Leading mediaperson and director of the Eenadu Group I Venkat was awarded the prestigious Hall of Fame by the India Chapter of the International Advertising Association (IAA).

     

    Mr Venkat and several other leading media, advertising and marketing leaders were presented awards at the third annual IAA Leadership Awards in Mumbai. The event, presided by Minister of State for Finance Jayant Sinha, saw leading lights of the fraternity in attendance. The awards presented were:

     

     

     

    Sanjay Tripathi (HDFC Life):

    Marketing is very important in this field. It is not like other industries where the product changes every year. We sell the same product for 20-25 years. We need to understand the needs of our customers and cater to them. When a customer buys an insurance policy, he/she looks at all aspects, not just the price. They need to be able to trust us for a long time period and we can instill this trust through our marketing and service. We need to maintain our efficiency through the years.

     

    Darshan Patel (Vini Products)

    Marketing is a key thing, and we need to differentiate from what others are doing and if you do the right thing, you are going to be successful in this field. First of all, my products were different from what other companies were offering, and I kept investing in my brands, and I advertise how my brands were very consumer-oriented and it was accepted.

     

    Debarata Mukherjee (Coca-Cola)

    It is competitive from the outside, but if you look at the industry from the inside, the per capita consumption is very low, so the real need is to grow the market. The percapitas in India are 15, 16, compared to global averages of 95, 96. We are competition-aware, but not competition-focused. It is good to be aware of what others are doing, but I think collectively we have the mantle of growing the industry. If you look at the water space, it is all unbranded, but you’ve got the Kinley commercial which is about trust in every drop, creating a brand in a category with so much competition. So I think the task is to make sure that we have sustainable, profitable, competitive advantage by building brands through marketing. While competition is important, all of us have accountability on the mantle to grow the business together.

     

    Yadvinder Singh Guleria (Honda Motorcycle & Scooter)

    See,. a job for a marketer in India is difficult, because you cannot have the same language to communicate with the entire demographic of the country. We have a large geographical spread and different languages, and at the same time we do not have a so-called national language. Every region has so-called likes and dislikes, so this becomes a real challenge for any marketer in India to have a common linkage and to be able to connect the dots between various regions, to arrive at one communication for the brand.

     

    We take regular feedback from our regional teams who are sitting in the market and try to find a connection to bring them together on a particular point. Then somebody at the corporate level takes a decision so that we are at the pulse of the market.

     

    Amarjit Singh Batra (OLX)

    India is a market where internet penetration is very, very low. Now it is a bit better than what it was a few years back. Still I think we are about 20-30 percent of the market which is very low compared to a 1.2 billion population. What marketing allows you to do is to reach people beyond people who are on the internet. I’m talking about offline marketing here. It helps with the battle of the minds as well as the battle of the market share, because it allows you to reach out to everybody, and those people will also be on the internet sometime. So as an internet brand I think it’s important to also look at offline marketing as a tool, and I think most of us are doing it today.

     

    One way we did that is via marketing to create awareness of the brand. We have also taught people as to how to go about using OLX. Our marketing campaigns have also got education about how to use our brand. One more thing is that we have realised that India is not going to be on PC, so we have developed our brand for mobile and we also used marketing communication to tell people that you can use your mobile to access OLX. With that we were able to move the market faster than what it was.

     

    Congratulating winners, Mr Sinha said, “Politics is like marketing in many ways. In my experience I have learnt that Indian consumers are a very different lot, very different from consumers internationally. They are emotional, relational and definitely need value for money – paisa vasool is a must. So when we are speaking to the Indian consumers as marketers, much as we in politics do, we need to keep these aspects in mind.”

     

    Speaking on the occasion, Srinivasan K Swamy, President of IAA’s India Chapter said, “This is only the third year of the IAA Leadership Awards and it has already established itself as an industry standard. I would like to thank for the support I received from Raj Nayak for putting steam behind an award that the industry looks forward to.”

     

    Speaking about the initiative, Raj Nayak, CEO, COLORS said, “IAA is undoubtedly the best platform in the industry bringing together creative minds, and the IAA Leadership Awards celebrates the leaders who empower like-minded individuals to push their boundaries with great campaigns and hard work. Associating with the event is an absolute honour and we would like to extend our heartiest congratulations to the winners for their contribution towards the development of the industry. We look forward to further our association with IAA and continue to applaud the efforts put in by professionals on this national platform.”

     

    Also speaking on the occasion were Sudhanshu Vats, Group CEO, Viacom18 and Kaushik Roy, President – Brand Strategy & Marketing Communication, Reliance Industries Limited. Network18 Group CEO AP Parigi joined Messrs Swamy, Roy and Nayak in the presentation of a memento to the minister.

     

     

     

     

     

     

  • The new TVC from OLX focusses on the real value of using the platform

    Olx helps unlock best price with priceless proposition

    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.”

     

  • The TVC shows an empowered, smart, and vivacious woman protagonist, and reinforces the ease and simplicity of the OLX Mobile App

    OLX says SELLphone, as it launches mobile app

    By a correspondent

     

    A new TVC by OLX.in celebrates the exuberance, individuality, and the confidence of the women-of-today, highlighting their independence, and freedom to express themselves. The TVC shows an empowered, smart, and vivacious woman protagonist, and reinforces the ease and simplicity of the OLX Mobile App.

     

    Amarjit Singh Batra, CEO, OLX India, commented, “Selling is a joyous experience on OLX as it is simple, and leaves you with more money in your pocket, and more space in your home for things that really matter. It is this joy of selling that is captured by our new TVC. The OLX Mobile App is the easiest way of selling either from home or on-the-go, and is ranked as the top shopping App on Google Play Store India. Approximately 70 per cent of the traffic on OLX is coming from mobile users, which is why we are urging people to use the ‘Cellphone as a SELLphone‘ and enjoy the experience of selling on OLX.”

     

    The new TVC, shot to the catchy tunes of the popular Bollywood number ‘Womaniya’, aptly captures the aspirations of the women of India to make their lives more manageable, to not feel financially dependent on others, and to have some fun in the process.

     

    Conceived by advertising agency Lowe Lintas, the TVC captures a quintessential conversation between a husband and wife, with the wife expressing her desire to buy new household products, and the husband procrastinating and rejecting the idea for lack of money, and space in the house. The wife, who is left a little stumped by his response, decides to take matters in her own hand by downloading the OLX mobile App to sell things the family has no use for. The idea of selling, ridding her home of clutter, and earning money without anyone’s help is so enjoyable that she is seen dancing and skipping around her home, merrily clicking used items from her ‘SELLphone’to post Ads for free on OLX. So infectious is her energy that her mother-in-law soon joins the selling frenzy, breaking into a jig to the beats of the Womaniya song. When the husband returns in the evening, he is left puzzled by the uncluttered apartment and his wife and mother dancing with a wad of cash in their hands. When he asks where all the stuff went, the two ladies hold up the cellphone and proudly tell him that they sold all the goods they didn’t have use for on the ‘SELLphone’, referring to the OLX mobile App.

     

    “We chose to tell the story of ease of usage of the OLX mobile App through a commercial dedicated to women. ‘Phone Ko Banaao ‘SELLPhone‘ as an idea captures the proposition of the OLX mobile App and caps the effortlessness with which a woman goes about selling things in her house in a fun manner,” says Shriram Iyer, Executive Creative Director, Lowe Lintas India.

     

    The campaign has gone live from March 26, 2014 and will be broadcast in seven different languages.

     

  • Lowe Lintas gets picked up as OLX's creative agency after a stiff multi-agency pitch

    Online classifieds site OLX selects Lowe Lintas as creative agency

    By A Correspondent

     

    After some memorable advertising creative by Saatchi & Saatchi, OLX had moved its mandate to ITSA even as it was rumoured to be looking at an all-new creative agency.

     

    Now, the online classifieds site has announced the selection of Lowe Lintas & Partners to build on its brand communication and strengthen its position in the digital space.

     

    In a communique, Amarjit Singh Batra, CEO, OLX India, said, “The initial TV ads and messaging of ‘Sab Kuch Bikta Hai’ and ‘OLX pe bech de’ has witnessed positive mass appeal resulting in immense brand recall and a clear user preference for the brand. Building up from here, we want to take this notion a step further to fortify OLX’s brand equity and humanize the brand. Having weighed all the proposals and looking at the best fit, we chose Lowe Lintas for their ‘Populist’ creativity, their focus on business results and their understanding of our brand.”

     

    Commenting on the win, Amer Jaleel, National Creative Director, Lowe Lintas said: “OLX is an extremely dynamic and exciting brand. The most interesting thing is that it’s a completely new category with challenges of changing human behaviour. There will be opportunities to crack new insights, and therefore the brand would allow us to introduce absolutely fresh communication.”