OLX announces new brand identity with the tagline ‘Set Hai’
The refreshed brand identity features a visual identity and tone of voice that is more optimistic, ambitious, lively and provocative
Published - 25-March-2019
OLX, global product and tech company and classifieds business, unveiled its new brand identity, the first rebranding exercise after the launch in India since 11 years, as part of the global rollout. The rebranding is followed by a new brand tagline - ‘Set Hai’ in line with its new brand proposition to empower people to make smart choices.
The marketing campaign reinforces the power to upgrade with six ads being released across TV, Digital, Print and Outdoor.
The campaign features OLX’s new philosophy: every stage is momentary – just a milestone in the journey called life and at each stage, people need to make choices. The OLX platform helps people make these choices ‘smartly’. The high-decibel campaign plays on the words ‘Set Hai’, denoting the sense of satisfaction and confidence when one makes a smart choice. The theme was zeroed in after extensive consumer workshops and six-month-long brand research conducted across 45 countries in which OLX operates globally. The campaign went live on digital and TV starting March 16 in seven key languages and will go live across print, outdoor in the coming days.
The refreshed brand identity incorporates a new logo to better represent the idea of making smart choices - circling great finds on OLX (the O), and crossing (the x) out the duds elsewhere. It features a visual identity and tone of voice that is more optimistic, ambitious, lively and provocative.
Commenting on this important announcement, Sushil Kumar, General Manager, OLX India said, “We have defined a proposition, a visual language, personality and tone of voice that will appeal to the modern millennials globally. Smart Choice and Set Hai is a proposition that enables users to benefit while also benefiting the community.”
He further adds, “‘Set Hai’ symbolises the feeling we get when we know that we have taken a smart decision in the face of any situation. This expression perfectly signifies OLX’s belief that it can, and does, help users face life and the demands it makes of them at different stages, with confidence. Whether you’re preparing to welcome a new partner, prepping office as the business expands or rearranging your whole house to welcome a baby – it’s all as simple as the tagline itself. We strive to make things easy so that the world can make the smart choice - in terms of time, money and resources.”
The ‘Set Hai’ campaign comprising of six films has young urban individuals as its lead protagonists and highlights the journey of these individuals through different stages in their lives. All the six films will be live on digital platforms and three of the films will go live as TVC’s.
The ad shows a dad instantly transforms his child’s toy cars into a small vacuum cleaner in order to clean up the mess he has made before his wife comes home. Using the new OLX app, the father took a smart decision by swapping out the toy cars with a compact and easy to use vacuum cleaner for the small child.
The TVC ends with punchline ‘Set Hai’ as the characters in the ad are gratified and delighted with the smart choices they made on OLX.
Conceptualised by creative agency Enormous Brands, the TVC is sprinkled with pop culture and colloquial references, the reason why the phrase ‘Set Hai’ comes up repeatedly in the ad. It speaks directly to the young, tech-savvy, dynamic millennials who are always on the lookout for a better deal. The TVC will release in seven languages – Tamil, Telugu, Malayalam, Bengali, Marathi, Kannada and Hinglish.
Said Ashish Khazanchi, Managing Partner, Enormous Brands, "The TVC seeks to reinforce OLX as the ultimate destination for users as they inspire to make smart choices in the fast-paced life. We arrived upon the term ‘Set Hai’ after establishing how much it resonates with the modern-day consumer that seeks to find real-time solutions that are uncomplicated and trustworthy.”
Agency Name: Enormous Brands
Creative Team: Ashish Khazanchi, Prateek, Khurram Haque, Shivi Verma
Director: Shurjo Deb
Production House: Ubik Films