OLX’s new TVC ‘OLX Dekha Hai?’ urges consumers to upgrade with pride

Launched in 7 different languages, the 360-degree brand campaign will run across TV, outdoor, digital, social media and radio

e4m by exchange4media Staff
Updated: Sep 16, 2019 3:29 PM

OLX has launched its new ad campaign with the tagline ‘OLX Dekha Hai?’ Launched in  seven different languages Hindi, Bengali, Marathi, Malayalam, Tamil, Kannada and Telugu, the 360-degree brand campaign will run across TV, outdoor, digital, social and radio.

The campaign, comprising three stories, also highlights OLX’s versatility across popular consumer categories, especially furniture, electronics and mobiles. The new ad campaign was conceptualized by the creative agency Enormous Brands and features millennials as lead protagonists egging friends and family to upgrade their lives by making smart choices on OLX.

Addressing the inherent human desire to upgrade, the campaign plays on the words ‘Shakal dekhi hai?’, which is an Indian idiom meaning literally ” Have you seen your face”, translating loosely that one doesn't deserve anything better and looking down upon somebody.

Seasoned with a liberal dose of humour, the script comprises true-to-life stories of people getting called out for stating their desires to their near and dear ones and being made to feel inadequate. The platform is then brought in as the source of their confidence and pride in wanting more from life. Not only are they able to fulfil their desires in life, but also armed with a smart comeback - ‘OLX Dekha Hai?’.

Commenting on the latest ad campaign, Sapna Arora, CMO, OLX India, said, “The inherent purpose of OLX is to empower people to upgrade their lives. We want to express this value proposition at every level of our user communication. Our latest campaign is another endeavour to convey to our users that we are by their side, helping them make smart choices in support of their wants, ambitions, and progress. Users across countries are buying and selling on OLX to upgrade their lives, and OLX is a smart choice to achieve that. We have tried to resonate that through these creatives,” she added.

Speaking about the campaign, Ashish Khazanchi, Managing Partner, Enormous Brands, said, “Through this campaign, we wanted to continue the journey we had set out on in our last campaign, pitching the brand in a cooler, younger, and trendier way to millennials. It is a celebration of the changing face of young Indian consumers who are confident, optimistic, witty, and assertive about wanting a better quality of life.”

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