Lowe Lintas creates new brand campaign for OLX called '6 Months Break-Up Challenge'

The campaign urges people to sell pre-owned goods that they haven’t used for at least six months

e4m by exchange4media Staff
Published: Mar 18, 2017 7:56 AM  | 6 min read
Lowe Lintas creates new brand campaign for OLX called '6 Months Break-Up Challenge'

OLX has announced the launch of its latest brand campaign that has gone live on television and digital, and will be amplified across radio, social media, and out-of-home in the coming weeks. The campaign known as the ‘6 Months Break-Up Challenge’ urges people to sell pre-owned goods that they haven’t used for at least six months. The campaign is based on the insights gathered from CRUST (Consumer Research on Used-Goods and Selling Trends), OLX’s annual consumer survey, to understand user behaviour towards used goods as well as other consumer trends.

 

The film opens with two young men sitting in a living room. One of them is advising the other that he has been ignoring someone for a long time, which indicates that it’s time to break up. The other friend seems reluctant to move on. In the next scene, two young women are shown sitting a room. Again, one of them is advising the other that it’s been six months without any interaction, and it’s time for her to break up.

The next shot shows the boy from the first scene explaining to his friend that he should let go of it for someone who is more deserving. The music kicks in, and zooms into quick cuts of what the two groups are talking about. Both the guys were looking at a PlayStation that’s lying next to the TV with a couple of books on it, while the girl is looking at DSLR’s strap just coming out of a closed drawer. The girl looks at it with guilt. Eventually, the woman and the man decide to break up with their respective products.

They click a photo of the product and upload it on the OLX app within 30 seconds. The voiceover of the TVC kicks in saying, “Take the OLX 6 months break-up challenge. Find stuff you haven’t used for six months, and break up with it. Post it on OLX, and sell near you. You up for it?”

In the last sequence, the boy with the PlayStation is seen meeting a buyer as the screen lights up with ‘sell near you’. The TVC is peppered with screenshots of the new app in order to explain the process of uploading an ad in less than 30 seconds.

Campaign based on research insights

According to CRUST 2016, conducted by leading research firm IMRB, stocking is the most common activity pertaining to pre-owned goods, and Indians are stocking unused goods to the tune of Rs 78,300 crore in their homes. The survey had also revealed that 37 per cent of the respondents cite the age-old excuse of ‘I’ll use it one day’ as their top reason for stocking used items.

To get a more nuanced understanding of the ‘I’ll use it one day’ excuse, a separate online research by OLX covering 600 users across India in the age group of 18–50 years was conducted in Feb-March 2017. According to this survey, one third of the respondents said that they have not used at least one item in their homes in the last six months. Furthermore, when asked whether they will use these items in the future, almost three out of five respondents gave a negative response. The survey revealed that stocking is higher for categories such as mobiles phones, electrical appliances, musical instruments, and sports equipment such as fitness bands, skates, and cycles.

Amarjit Singh Batra, CEO, OLX India, says, ??“There are still so many people in India who are stocking things they have no use for under the excuse that they’ll use it one day. This leads to inefficiency in our lives, in the economy, and in our society. The Rs 78,000 crore of pre-owned goods being stocked in Indian homes has the potential to find its way back into the economy and into our lives, but it’s lying idle and being wasted. We want India to unlock the potential of these pre-owned items by looking inside their homes. This will help bring about a bigger change by letting us consume more judiciously and wasting less.”

At the heart of this campaign is also the broader consumer truth around the increasing trend of impulse buying, especially of fashion accessories and hobby-centric items. “As a brand we’ve always relied on consumer feedback and user understanding to develop our campaigns. However, this time, we have completely based our campaign on our research findings and the emerging trends. This makes the campaign an unprecedented one for us,” added Batra.

Built on previous campaigns

This campaign comes close on the heels of another 360-degree campaign in which OLX revealed the all-new OLX App that has enhanced ease of use and trust of the platform on the back of some strong industry-first product offerings and a contemporary design. The previous campaign led to triple-digit growth in daily active users and in replies, and a more than 30 per cent jump in the engagement level of the app.

 

OLX’s brand journey in India has been dotted with memorable and award-winning campaigns such as ‘Badi Badi Batein', ‘Womaniya, ‘Keemat Bhi Kuch Keemti Bhi', ‘No More Dekhte Hain' and ‘Purana Jayega To Naya Ayega’.

Campaign development

Conceptualized by creative agency Lowe Lintas, the ‘6 Months Break-Up Challenge’ depicts young, urban, and tech-savvy individuals. The name ‘6 Month Break-Up Challenge’ has been conceived keeping in mind popular culture and the evolving vocabulary of the youth. The TVC campaign focuses on both the buyer and the seller, highlighting the ease and the convenience of the simple buying and selling experience in a trusted environment.

The campaign will be run on television, radio, outdoors, digital, and social media. The ad is being released in seven languages such as Tamil, Telugu, Malayalam, Bengali, Marathi, Kannada, and Hinglish.

Naveen Gaur, President, Lowe Lintas, comments, “In this campaign, we wanted to continue the journey we had started in our last campaign, where we managed to pitch the brand in a cooler, younger, and trendier way to the youth. Our task here was to make people realize that everyone had something or the other lying around that they were not using on a regular basis. We wanted to seed the behaviour of selling these lesser-used goods rather than letting them become a blind spot. The creative idea was to encourage the audience to take up the 6 months’ challenge, where they could identify things that they had not engaged with within 6 months, and then “break up” with those things by selling them on OLX.”

Credits

OLX:

Irwin Preet Singh Anand, COO, OLX India

Abhishek Upadhyay, Brand Head, OLX India

Agency: Lowe Lintas

Director: Shekhar Kamble

Production House: Coconut Films

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Khachak khuchak chod do, says Tide’s latest film

The film features comedian Kiku Sharda

By exchange4media Staff | Feb 4, 2023 8:57 AM   |   2 min read

Tide

Detergent brand Tide has unveiled a ‘laundry music video’ khachak khuchak chod do’ video featuring comedian Kiku Sharda. 

"The word ‘Khachak Khuchak' is the sound of arduous scrubbing that consumers have to do when washing clothes by hand. Indian families spend up to 300 hours^ every year hand-washing clothes. With Tide detergent, consumers can save up to 40% of the time spent doing laundry. Tide removes tough stains like gravy, oil and mud easily without any scrubbing and is asking consumers to say goodbye to khachak khuchak in this new video,” the brand said.

The video has Kiku Sharda grooving to the lyrics and a hook step that says goodbye to scrubbing to remove tough stains like oil, gravy, and dirt from clothes and welcomes ‘khachak khuchak’-free new year with the Tide range of detergents. Through this cult-music video, Tide continues to connect with consumers across India by innovating new trends. The video has been launched across Tide’s social media channels including YouTube, Instagram, and Facebook.

Sharat Verma, Chief Marketing Officer, P&G India and Vice President and Fabric Care Head for P&G Indian subcontinent said, “Tide is known for its quirky and fun advertising which is in sync with pop culture. Our messaging is focused on Tide’s core benefit of whiteness and stain removal while adding a bit of humour to the, sometimes, mundane chore of laundry. Taking this further, Tide has launched the music video ‘Khachak Khuchak’ which uses the sound of scrubbing to bring to life Tide Double Power’s benefit of outstanding stain removal and whiteness without scrubbing.”

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EatFit vs Kellogg’s: ASCI approached over ad 'plagiarism'

EatFit claims that Kellogg's lifted its “Kuchh Kar Dikhane Ki Bhook” campaign launched for the ICC world cup last November and used the same tagline in the latter’s campaign

By Kanchan Srivastava | Feb 3, 2023 1:40 PM   |   2 min read

Kelloggs Eatfit

EatFit, a homegrown health food platform, on Thursday, approached the Advertising Standard Council of India (ASCI) alleging that global cereal brand Kellogg’s has lifted its advertisement “Kuchh Kar Dikhane Ki Bhook” launched for the ICC world cup last November and used the same tagline in the latter’s campaign. 

ASCI CEO and Secretary General Manisha Kapoor confirmed the development and said that the self-regulatory body will initiate a probe as per its process. “We received the complaint yesterday. It will be duly investigated as per our process,” Kapoor told e4m. 

Kellogg’s and Ogilvy's responses to EatFit’s allegations are awaited. The copy will be updated when the global brand and the agency respond. 

EatFit claims that it launched the campaign with the same name during the ICC Men’s international T20 World Cup 2022. This campaign was also aired on ‘Shark Tank’ India, where EatFit was a sponsor of both the show and the cricket tournament.

EatFit TVC, Nov 2022

Kellogg’s TVC against which EatFit has moved ASCI 

Without naming the global brand, Ankit Nagori, Founder, Curefoods, says, “Plagiarism in advertising is not acceptable. It is unethical and takes away the value of art, hard work, and creativity of the brand in creating the original idea. Our campaign 'Kuch Kar Dikhane ki Bhook' was conceptualized by an individual artist. We're extremely disappointed to see a global brand reuse the exact same concept and tagline, without doing their due diligence.”

Urging the brand to take down this campaign, Nagori added, “India needs to safeguard the efforts of individual artists and push back on blatant plagiarism. Let's come together to support originality, the value of creativity and give recognition where it's due."

Meanwhile, Kellog's release a new film with Milind Soman as part of the campaign.


  

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Ad industry to grow over 14% by 2023-end: Dentsu-e4m report

As per the report, digital ad spends are expected to reach 40% share this year

By exchange4media Staff | Feb 2, 2023 3:42 PM   |   4 min read

Dentsu-e4m report

The 7th edition of the dentsu-e4m Digital Advertising Report 2023 was jointly unveiled today by dentsu and the exchange4media Group in Mumbai in the presence of esteemed dignitaries.

The report highlights significant trends of 2022-23, real-time facts and figures pertaining to the entire digital domain, and covers spends and insights across all sectors. It was unveiled by Rob Gilby, CEO, dentsu APAC, Divya Karani, Media Chief Executive Officer, dentsu South Asia; Vinod Thadani, Chief Digital Growth Officer, dentsu Media & CEO iProspect; Abheek Biswas, AVP Consumer Insights, Dentsu Creative India, Dr Annurag Batra, Chairman and Editor-in-Chief, BW Businessworld and Founder, exchange4media, and Nawal Ahuja, Co-Founder, exchange4media and top leadership from dentsu. 

According to the report, the advertising industry in India is poised to grow by 14.7% to reach Rs. 98,363 crore by the end of 2023. The growth can be attributed to major events such as the IPL 2023, Cricket World Cup 2023, Women’s World Cup 2023 along with FIFA World Cup Qatar 2022 and Assembly elections.

The dentsu-e4m Digital Advertising Report 2023 further stated that the Indian advertising industry is likely to grow at a compounded rate of 15.07% to reach Rs 1,13,575 crore by the end of 2024, while the digital advertising industry stood at a market size of Rs 29,784 crore, growing at 39.5% over 2021 and is forecasted to reach Rs 51,110 crore, with a compounded growth rate of 31%, by 2024.

Talking about the evolving digital space, the report stated that the evolution and growth of the digital economy will further catapult the growth of the Indian advertising industry, making it the fastest-growing market in the world over the next few years. The ad industry in India has grown by 18.1% in 2022, over the previous year. The industry ended the year 2022 with a market size of Rs 85,769 crore, growing at 18.1% over 2021.

A year after recovering from the pandemic, the industry is now witnessing the stabilization of the advertising space with a higher average growth rate and reinvigorated opportunities compared to the pre-pandemic era. Advertising spends in categories such as e-commerce, retail, consumer durables, pharmaceuticals and BFSI have grown the most in the past year.

The report said that by the end of 2022, television contributed the largest share of 40% (Rs 33,954 crore) to the advertising market in India, while digital media was close enough with a contribution of 35% (Rs 29,784 crore). Print media contributed 21% (Rs 18, 258 crore) to the Indian advertising market.

“Advertising spends on digital media has seen a growth of 39.5% over 2021 and is expected to reach a spends share of 40% in 2023, overriding television media and becoming the biggest media in terms of advertising share in India. This growth can be attributed to the constant improvements in the digital infrastructure which has been responsible for bringing this technology to the masses. This can be further witnessed in the usage of large screens viz. connected televisions and other unified interfaces where around a third of the content consumed is social media, OTT or gaming. The spends share of digital media is further expected to reach 45% by the end of 2024,” the report added.

“With digital media contributing the largest share of media spends, the share of television is expected to come down from the current 40% to 37% in 2023 and further to 34% by 2024. Also, the spending share of print media may drop from the current 21% to 19% by the end of 2023", it added.

Comparing the growth of digital media and TV, the report said that digital media is expected to grow further and reach a market size of Rs 39,315 crore by the end of 2023, growing at a rate of 32% and overtaking television as the largest media. It added that the rise in advertising spends on digital media can be attributed to the surge in consumption of OTT and online video, on account of higher penetration of smart devices and internet connectivity while the growth in usage of digital transactions and e-commerce is also driving advertising spends on digital media. In addition to these major factors, the growth of advertising opportunities on e-commerce and D2C platforms is pushing digital media to new heights, resulting in the rapid adoption of digital technologies among the masses, furthering the development of mass market, the dentsu-e4m report revealed.

The dentsu-e4m Digital Advertising Report 2023 attempts to capture the trends and media spends of the overall Indian Advertising industry with a special focus on the digital advertising industry.

The event has been co-powered by Criteo. Bobble AI is the Co-gold partner while Lemma is the lanyard partner.

Click here to download the dentsu-e4m Digital Advertising Report 2023:

https://e4mevents.com/dentsu-e4m-report-2023/download-report

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Personal care sector rises to top 3 in ASCI violations

As per the ASCI report, 84% of violative ads in the last two years belonged to D2C brands

By exchange4media Staff | Feb 2, 2023 1:40 PM   |   2 min read

ASCI

The Advertising Standards Council of India (ASCI), in its latest report titled “Objectionable ads in the Beauty & Personal Care category and the rising impact of influencer marketing & D2C brands”, says the personal care sector has emerged among the top three violators contributing to 12% of all objectionable advertisements scrutinised by ASCI.

The report says, while personal care has always been among the top ten violating categories, in the past two years, it has risen to the top three on account of high volumes of ads violating ASCI’s guidelines. The launch of influencer guidelines in May 2021 along with ASCI’s proactive monitoring using AI-based tools has added to the increased number of ads under scrutiny.

With respect to the personal care sector, in the period 2021-2022 to Q1-Q3 2022-2023, ASCI processed complaints against 1,126 advertisements in this sector versus just 347 ads in the previous two years.

The other highlights of the report are:

  • There was a 272% rise in the monthly average of ads processed in the last four years, starting from 2019.
  • 5.7% of ads in violation of the ASCI Code were from the personal hygiene category, 30.3% from the skin-care category, 24.7% from the cosmetics category, 19.4% from hair care. 17.5% of ads showcased multiple categories.
  • Social media influencers were responsible for 68% of the ads processed in the personal care category, out of which 92% violated the ASCI Code and required modifications. Of these, 77% were not contested and the voluntary compliance rate stood at 91%.
  • 84% of violative ads belonged to the D2C brands, which have a large presence on social and digital platforms.
  • 24% of total complaints across categories received at ASCI from consumers, industry and consumer organisations between Q1-Q3 in '22-'22 were for personal care ads.
  • The platform split for violative ads in personal care was Instagram (55.3%), YouTube (25.9%), Facebook (11.3%) and websites (4.8%).

Talking about the report, Manisha Kapoor, CEO & Secretary General, ASCI, said: “Personal care, particularly on digital platforms, is a high engagement space for consumers, and it is important that their interests be protected. Over the past few years, ASCI has constantly strived to update its guidelines to extend consumer protection to many emerging sectors and platforms. This, coupled with our AI based digital monitoring is making a real impact in being able to identify violations and drive compliance. We are glad that we could get in early, formulate appropriate guidelines and work towards making the online space safe for consumers.”

The other top two violators mentioned in the report were Education (26%) and Healthcare (15%) sectors.

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L&K Saatchi & Saatchi wins Audi’s creative & digital pitch

The incumbent agency handling the account was BBH

By Neeta Nair | Feb 2, 2023 8:47 AM   |   1 min read

L&K

exchange4media has learned from reliable sources that L&K Saatchi & Saatchi from the Publicis Groupe has won the German luxury automobile brand, Audi’s creative and digital pitch in India. The pitch is believed to have been called towards the end of last year. The incumbent agency handling the account was BBH.

Earlier in 2021, L&K Saatchi & Saatchi had bagged the retail communications mandate for Audi wherein it supported the automobile manufacturer’s dealer network across India in its marketing initiatives.

exchange4media reached out to Audi, BBH and L&K Saatchi & Saatchi for a quote, but none was available at the time of filing the story.

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Maaza’s new film with Amitabh, Nagarjuna & Pooja Hegde talks about kindness

The ‘Aam Wali Dildaari’ campaign has been conceptualized by Ogilvy India as a part of OpenX from WPP

By exchange4media Staff | Feb 1, 2023 2:50 PM   |   3 min read

maaza

Maaza, Coca-Cola India’s homegrown mango drink, has unveiled its new ‘Aam Wali Dildaari, Bina Naam Wali Dildaari’ campaign.

The latest campaign features veteran actor Amitabh Bachchan and renowned actress Pooja Hegde, along with south-Indian superstar Nagarjuna, recently on-boarded as the new face of the brand. With this new campaign, Maaza extends its spirit of benevolence and encourages anonymous acts of kindness to spread joy and happiness. The campaign further highlights the fulfilling mango experience that brings out one’s selfless personality.

Maaza has been sharing the goodness of rich and juicy Alphonso since 1976. Believing that true generosity seeks no credit, nor any reward or fame; through its latest campaign, Maaza urges its consumers to anonymously spread joy, with acts of compassion and generosity, the company said.

Announcing the launch of the new campaign, Ajay Konale, Director Marketing, Nutrition Category, Coca-Cola India and Southwest Asia said, “Maaza is a heritage Indian brand- since 1976 and has been India’s most loved mango drink for decades. The brand has become synonymous with the unparalleled taste of real mangoes and has witnessed phenomenal growth. Through our latest campaign ‘Aam Wali Dildaari, Bina Naam Wali Dildaari’, we aim to spread the message of true happiness and joy through selfless generosity, that seeks no reward or recognition. We are also humbled to have Mr. Bachchan, Ms. Pooja Hegde and Mr. Nagarjuna onboard with us to bring alive this philosophy of selfless generosity”

The light-hearted storytelling in the TVC depicts Amitabh Bachchan/Nagarjuna as a passionate Maaza lover while Pooja Hegde is an inquisitive kind citizen who loves to take part in social service activities. The two ad films portray the spirit of Indian citizens who like to indulge in the act of generosity by contributing to society. It also highlights the message of how true generosity comes with anonymity.

Pooja Hegde said, “I am proud to be associated with Maaza for over a year now. The brand’s philosophy of true generosity and acts of kindness is something I personally relate to. The brand brings nostalgia and takes me back to my childhood days of enjoying fresh mangoes and sharing joyous moments with my loved ones.”

This campaign has been conceptualized by Ogilvy India as a part of OpenX from WPP.

Commenting on the creative insight behind the campaign, Sukesh Nayak, Chief Creative Officer, Ogilvy India says “This campaign brings out the beauty of anonymous generosity. The idea came from the insight on how even though culturally we are a land of generous people; we also love talking about it. But true generosity and happiness come through selfless, giving which is far sweeter. And that's what we should inculcate in our lives too. What better than having our brand ambassadors like Mr. Bachchan and Mr. Nagarjuna along with Ms. Pooja Hegde to spread this message.”

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boAt celebrates India’s indomitable spirit with a campaign

The campaign, titled Rock’In India campaign, narrates how we are ushering in a new era of ‘Make in India’ products

By exchange4media Staff | Jan 31, 2023 12:29 PM   |   2 min read

boAt

Audio and wearable brand boAt has released a new campaign titled Rock’In India. The film narrates how the country is ushering in a new era of ‘Make in India’ products, the power of Indian-ness and why it distinguishes us from the rest of the world.

“The brand is building an enabling ecosystem that will rapidly transform India into a manufacturing hub for new-generation wearables with minimal dependence on foreign countries. Defying the conventional norms, the homegrown brand boAt has manufactured more than 10 million (1 crore) products (wearables) in India under the ‘Make in India’ initiative. The design & engineering prowess will establish the brand globally now,” the company said in a statement.

India's growth story has been made possible by the undefeated spirit of the people. boAt salutes individuals like Athlete Hima Das and more who are #BreakingStereotypes and driving #DoWhatFloatsYourboAt philosophy. The stereotypical beliefs expected from girls never restrained the 'Dhing Express', Hima Das an Indian sprinter from achieving her desires. She became the first Indian woman — indeed the first ever Indian athlete — to win a gold medal in any format of a global track event at IAAF World U20 Championships when she clocked a speed of 51.46 seconds.

The brand has also designed and published a unique & interactive print ad with a special QR code. To interact with it, readers can scan the QR code placed at the centre of the ad. Once activated, the creative ad draws attention to the power of Indian-ness and marks boAt’s 1 Crore ‘Made in India’ product milestone.

Aman Gupta, Co-founder, and Chief Marketing Officer at boAt said, “boAt has proved naysayers wrong by successfully undertaking the design, engineering, and manufacturing of wearables in India. Today, 90% of our wearables are manufactured in India. We are grateful to the Govt. for putting in the right policies and support system that is helping in upgrading and providing the catalyst needed for wearables growth in the country. With this campaign, we want to reinforce our commitment and will continue to invest in ‘AatmaNirbhar Bharat’.”

 

 

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