OLX has released its new campaign titled ‘No More Dekhte Hain, OLX Pe Behchte Hain’, which taps into the Indian mentality of ‘delaying’, ‘postponing’, ‘laziness’, and ‘procrastinating’ things. The ad, conceptualised by Lowe Lintas, has crossed more than two million views on YouTube owing to the catchy tune sung by Amit Trivedi. What further helped the campaign garner more views and clicks was JNU Students’ Union President Kanhaiya Kumar’s reference to OLX’s new campaign twice in his speech after being released on an interim bail.
The campaign highlights the prevalent attitude in our society and captures our obsession for old things and the inertia to change them owing to procrastination and encourages to ‘sell off’ old things on OLX. The ad has been released in six languages apart from Hindi, making it a cross-medium, 360-degree campaign.
Speaking on the creative strategy, Arun Iyer, Chief Creative Officer, Lowe Lintas, cited, “Postponing things indefinitely is a unique Indian trait. And we do this with an often used phrase 'Dekhte Hain'. In every language this phrase exists. This insight is even more relevant when it comes to selling our used goods. We have this habit of putting things off. That is why we felt ‘No More Dekhte Hain, OLX Pe Behchte Hain’ was the perfect creative route for OLX. In a lot of western countries, selling or recycling old things is not a big deal, but in India it is. As a country, it will be great if we could inculcate this habit.”
Click here to view the ad:
Talking about the brand strategy, Amarjit Singh Batra, CEO, OLX India elaborated “OLX ads have always borrowed from genuine user insights, but this time we have connected the user feedback with a larger challenge that Indians often struggle with – the problem of procrastination. We spoke to many people, not about only their reasons to postpone selling but also on their life decisions, and the answer was uniform – Dekhte Hain. Procrastination is an endemic problem in India, and we want people to realize what they miss out on when they postpone. It’s time to say ‘No More Dekhte Hain’, and this ad campaign is about introducing a larger change in our attitudes. As a business we believe that OLX can be a currency for dreams if people timely sell their used goods to upgrade and fulfill their aspirations.”
Sharing his views on the ad, Rajiv Dingra, Founder & CEO, WATConsult said, “The video song is a nice one and it clearly points out the lax attitude people have towards upgrading things in their life. It also has a catchy tune. The campaign works at many levels. Firstly it gives real life situations and secondly the song has a catchy tune that makes it hummable.”
Echoing similar views, Laksh Arora, Account Director of Mindshift Interactive elaborated, "OLX takes on the age-old Indian attitude of ‘Dekhte Hain’ and gives it a fun twist with its tagline - ‘No More Dekhte Hain, OLX Pe Behchte Hain’. Moreover, by adding a catchy tune to the video, composed by Amit Trivedi, makes it all the more appealing for the consumers to watch it multiple times. By launching the video on digital first, the brand has created great buzz. Finally, the messaging is spot-on from a marketing point of view, covering a variety of consumers and categories for a win-win situation."
So from ‘Bech De’, to empowering women, to getting Kapil Sharma on board and roping in actor Dhanush and Sudeep to tap the Southern market, OLX campaigns have managed to stand out in the communication space over the last few years.