Campaign: Sell old before buying new
Brand:Olx
Company: Olx.in
Agency: Lowe Lintas & Partners
The Campaign
The film opens on a couple who notices several pairs of slippers and some old furniture outside their neighbour?s door. As they wonder why, a young man (Pappu) walks out while speaking on the phone. Hearing him say ?Ab koi kya karein…? (What can one do…) in a sombre tone, the man thinks that Pappu?s aged father has passed away. Walking up to him, they enquire when the supposed demise happened. Hearing him say ?this morning? the woman expresses her condolences. Pappu counters cheerfully saying that there?s no need to be sad, and adds that ?it had to go one day?. He laughs after saying ?Out ho gaya? (Got out) much to the shock of the couple. Just then a few men step out of Pappu?s house saying they?ve kept all the new things inside. They put on the shoes kept outside the door and leave. Then emerges Pappu?s father, shouting out, ?Pappu, remote? scaring the neighbours who had thought him to be dead. Pappu reminds him that he?s forgotten his pants and the old man walks away. As the couple spys the new furniture behind the door the real story dawns on them. The woman turns on Pappu and gives him a lecture, saying people sell their old things on Olx before they buy new stuff. The film ends with the brand?s message ?Click-Upload-Sell on Olx.in?.
Our Take
How many of us have checked out the latest home theatre system or a new set of furniture and have then backed off from buying the same remembering that we first have to make space for them in our cluttered homes? This ad is supposed to be a homily for all those would-be shoppers, who are looking for a place to dump their old stuff and get some money in exchange. And that?s where Olx comes in.
Olx has established itself as an online marketplace for buying and selling used goods, and to build on this premise and to drive repeat usage, the brief was to look at the angle of communication where Olx could be clearly positioned as a place to conveniently sell any used stuff, before people look at buying new stuff. And this commercial has managed to do so convincingly.
This commercial is in continuation to Olx?s earlier campaigns and builds on the earlier ?Bech de?, ?Ghar baithe kamao? and ?Extra saman matlab extra paisa? propositions. All of Olx?s ads have been peppered with humour and this latest ad too takes that route. Yes, the ad does not offer anything extra as it takes the tried and tested route and may sound a little trite, but it definitely gets its message across. But that?s about it. Perhaps it?s time to try out something new.