OLX has recently released an emotional spot titled ‘Aadhe Tere- Aadhe Mere’ which is targeted towards working couples living in metros. This film, conceptualised by Lowe Lintas – Delhi is focussed on buying and selling of used cars.
This is the story of Nitin who usually drops his wife Nitu to her office and also picks her back on his way to home daily. It usually happens that Nitu gets done with her work early and has to wait for Nitin to pick her up. In such cases, she is left with no other option, but to commute alone and take a taxi. When she confides in her husband that she has realised that she was actually far more independent before marriage than what she is today. Nitin decides to change things for his wife, he sells off his sedan on OLX and instead buys two small cars, which each of them will be able to use for commuting to their offices.
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Speaking on the creative strategy, Arun Iyer, Chief Creative Officer, Lowe Lintas – Delhi said, “OLX has always been about buying and selling used things on the portal and upgrading your life. This time it was about used cars. We therefore, decided to target married couples who share a lot of dependency. Also highlight the fact that smarter upgrades in life, does not necessarily mean getting bigger things, but it is all about living smarter.”
There will be different ads for different language speaking markets, mainly for the Hindi Speaking Market (HSM), the brand is focusing on used-cars, elsewhere it will be used-mobile phones.
Did the idea sell?
Commenting on the campaign, Simha Rajamanoor, Creative Director - Campaigns and Content, Asymmetrique said, “The ad is interesting in the sense that it shows that by selling stuff you can actually help others. The execution is excellent. The target audience is also right as the young people shown in the ad will own objects that will have some kind of monetary value in the market.Comparing the earlier ads of OLX the difference is that ad recognizes that you get something more than money when you sell something that you have been attached to. I would rate 6 out of 10 for the new ad.”
Pragya Bhartwal Dhyani, Creative Director, Thoughtshop Advertising Limited also feels that the concept is nice and the story is such that any couple will be able to relate to. “But I would have been happier, if the girl in the film would have sounded more confident and satisfied. None the less, it is a beautiful film and I know it is not always right to drag feminism into everything,” she cited.
Early this year, Quikr launched a separate vertical titled ‘Quikr Cars’ for buying and selling of used cars. Two separate sets of TVCs, conceptualised by Interface Communications were rolled out to highlight the central role that cars play in people’s lives. They featuredQuirk’sbrand ambassadors –actor Ranveer Singh and Southern star Suriya.
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