Close on the heels of bagging the Skoda account, Saatchi & Saatchi has added the OLX.in business to its kitty, following a multi-agency pitch. As per industry sources, the account size is pegged at Rs 10 crore.
On handing the account to Saatchi & Saatchi, Amarjit Singh Batra, Country Manager, OLX, said, “We found the Saatchi & Saatchi team very responsive and excited about this idea. They spent a lot of time understanding about OLX and the needs that OLX is solving for consumers in India. We chose them over others because of the clarity and simplicity in the creative pitch idea that they presented to us. We were convinced on their approach of a humour-based storyline of communicating the value proposition of OLX and their commitment to top quality production.”
Reacting to the win, Kamal Basu, CEO, Saatchi & Saatchi India, said, “OLX is a great brand to work on and we at Saatchi & Saatchi are very excited about the work we are doing on the brand. We look forward to a long and rewarding journey together.”
Saatchi & Saatchi has already started working on the business and has created a campaign, where the agency has played on the proposition of the brand – buy and sell for free from the comforts of their home or office. Through a mass medium like TV, OLX wants to reach out to every household in the country that can benefit from this unique marketplace.
Elaborating on the creative, Sourabh Mishra, Chief Strategy Office, Saatchi & Saatchi, said, “The task for the TVC was to make OLX.in the first name that people think of when they want to sell stuff. Our interaction with people showed that there is an element of hesitation, almost embarrassment that they have when selling personal belongings. Yet there is a strong desire to get the best price for whatever they sell. The idea was born when we reconciled these seemingly conflicting findings to arrive at the thought that ‘everything sells at the right price’.”
Ramanuj Shastry, Chief Creative Officer, Saatchi & Saatchi India, added here that in order to illustrate the fact that ‘sentimentalism is only skin deep’, the agency had to make a funny, irreverent film that held up a mirror to people. That made them realise as they smiled that the ‘right price’ was more important than ‘sentimental value’. Rajesh Krishnan of Soda Films has worked on the ad film.
Operating in the online space, OLX helps people buy, sell, exchange products and services in their neighborhood and within their city. Users are free to search, list or post ads and free to transact on OLX. Present in more than 1,000 cities in India, OLX serves as the local market place for both individuals and businesses. Categories on OLX include Jobs, Real Estate, Cars, For Sale, Services, Education and Matrimonials. Besides, it can be accessed through web or mobile and offers free apps for iPhone and Android phones that make it convenient to post ads on the go.
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