Extra samaan bech de at OLX

OLX has launched a new TVC during the wedding season, reiterating 'Extra samaan matlab extra paisa'. It builds on the insight that we are a nation of hoarders who don't realise that they can get more

e4m by Twishy
Updated: Oct 22, 2013 9:08 AM
Extra samaan bech de at OLX

If it’s about clicking, uploading and selling, then there’s nothing better than ‘Bech De’ on OLX. The brand has launched a new TVC to welcome the wedding season, reiterating ‘Extra samaan matlab extra paisa’ amongst consumers. The campaign establishes the brand concept of ‘Bech De’ with a new interpretation.

Conceptualised by Lowe Lintas, the TVC is themed around the festive and wedding celebration season featuring an elderly couple who wants to gift their child a honeymoon package in Switzerland. It captures the hustle bustle of an Indian house preparing for a wedding and the dreams of the parents to give the best to their child. The elderly couple sits around to discuss the gift, but due to the high cost, plans to switch the trip to a cheaper destination. The wedding planner who overhears them casually tells the value of the extra things lying in their house, which can be easily sold on OLX to earn money. The TVC ends on a humourous note, communicating the core message that ‘Extra items mean more money’. Therefore, Click. Upload your ad. Sell.

Amarjit Singh Batra, CEO, OLX India said, “The new TVC captures the essence of how to make the best use of unused items in your house, which ends up blocking all free spaces and creating clutter. Keeping in sync with the brand’s core message, the new TVC apprises users to sell and make money while sitting at home. It is a theme which will surely connect with every customer. This has been timed keeping the on-going festive season in India. The campaign line ‘Extra samaan matlab extra paisa’ completely resonates with our latest effort in delivering this key objective.”

Amer Jaleel, National Creative Director, Lowe Lintas & Partners said, “The idea here is to demonstrate the hidden value of things at home and how one can generate money unexpectedly in any given situation, almost magically. Wedding is a perfect example as people always overshoot and end up arranging extra cash.”

The new campaign will be visible across TV, print, OOH, online and social media platforms. The TVC is launched in various languages – Hindi, Marathi, Tamil, Telugu, Bengali and Kannada.

In addition to this, OLX recently launched ‘Diwali ki safai’ campaign which is all about helping customers unclutter their homes and be Diwali-ready. To continue till the end of October, this campaign offers consumers personalised services where they can ask OLX experts to come to their homes and clean it for Diwali. The OLX team will also help them get away with unwanted things lying around and in turn earn extra cash, making Diwali prosperous.

Does the TVC capture the pulse of the average India?
Expert take

Nima DT Namchu, Creative Head and Executive Creative Director, Cheil India (Cheil Worldwide SW Asia HQ) said, “The film is very hardworking and clear, and will probably get the job done. But I didn’t find it as entertaining as their other films, especially the one which was about a couple selling a bike and the more recent one with the ghosts. Having said this, the insight that we are a nation of hoarders who don't realise that they can get more by getting rid of their things, works for me. And, I guess, for the audience, too.”

“I think OLX is slowly, but surely legitimising selling your old stuff, so it will connect with the audience,” he added.

Our take
The beauty of an idea lies in its simplicity and the simplicity of ‘Bech De’ on OLX has given sleepless nights to many creative hotshots. Delighting the consumers with some awesome ads, OLX has stood out of the clutter. The recent one from the brand is no exception.

It clearly portrays the insight that OLX gives consumers the easy option of earning money and getting rid of the useless things lying around in their house. This ad urges us to click, upload and sell at OLX.

The wedding planner’s style of casually telling the value of the extra things is catchy. The TVC shows a wedding-like musical background portraying the normal activities during a wedding, which helps in establishing a direct connect with the audience. The ending of the ad is entertaining as the planner tells the price of the statue behind the elderly woman. Overall, it’s a very engaging and humorous ad which will help OLX drive volumes this festive and wedding season.

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