OLX’s new ad brings out the affordability proposition yet again, this time focusing on the buyer’s point of view
Campaign: Start-up Nahin, Start Ab
Agency: Lowe Lintas
The TVC depicts the story of two budding entrepreneurs who hatch their new business investment plans while sitting in a college canteen. While one lists out the requirements, the other uses a calculator to total the cost. When they land up with an initial investment amount, they get depressed with the thought of waiting for a year to gather funds.
This is when one of them urges the other to stop worrying, and logs on to the OLX mobile App to buy used goods to start their business. The last shot shows them professionally dressed in their new office just as one more expense occurs to them. And this time instead of the calculator, the guy picks up his smartphone to log on to the OLX mobile app.
The buzzword these days is ‘start-up’. One look at any newspaper’s headlines, or even a leaf borrowed from any given speech of Prime Minister Narendra Modi, and you will know what we are talking about. The start-up fever, and the excitement it induces in today’s youth, is everywhere.
So, how can OLX, a start-up itself, not be bitten by the bug? Taking the cue from pop culture, the marketplace for used goods has launched its first buyer-focused campaign depicting OLX-ers buying all kinds of used products at affordable prices, enabling them to fulfill their most cherished dreams.
Conceptualised by Lowe Lintas, the two television ads, ‘Start-up nahi, start ab’ and ‘Friends ke saath life set kar’ illustrate this with punchlines ‘Kal Kare So Aaj Kar, OLX Pe Khareed Kar, Aage Badh’ and ‘Kal Kare So Aaj Kar, OLX Pe Khareed Kar, Life Set Kar’, respectively.
A different take from the brand’s previous communication, the new TVCs are more youth-centric and want young buyers to achieve their goals/dreams without worrying about being tapped out of cash. The first TVC tells the start-up story of two boys, the second commercial in the series focuses on newlyweds and has a more emotional undertone wherein friends help the couple set up their house with furniture bought on OLX.
The TVCs focus on buying rather than selling unlike the previous avatars. “OLX is synonymous with selling in India. Even people who have not used OLX associate us with ‘Bech De’,” says Amarjit Singh Batra, CEO, OLX India. “Users are coming on OLX every day to buy all kinds of things that are making their dreams and aspirations possible. That is the inspiration behind this campaign.”
Fair enough, and we do find the ads entertaining, particularly the ‘start-up’ one. The mood of today’s youth has been captured well and the execution, although simple, does its job. The brand seems to have evolved from its loud tone of advertising, to something more subtle. The affordability proposition comes out in a layered way, which we like. As always, the TVCs are catchy and can strike a chord with buyers and sellers. However, one will have to wait and watch if these will be as popular as the earlier ‘Bech De’ and ‘Womaniya’ advertisements.