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OLX strengthens ‘Bech de’ brand proposition

19-January-2012
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OLX strengthens ‘Bech de’ brand proposition

Carrying on with its ‘Bech de’ campaign, free online classified site OLX has unveiled two new TVCs – titled Grandfather and Baby Cot. Saatchi & Saatchi is the agency behind this campaign.

The media mix of OLX primarily comprises online search media and display media, along with television. The website is also focusing on building an online presence on Facebook and YouTube.

Commenting on the media mix for the ‘Bech de’ campaign, Amarjit Batra, Country Head, OLX India, said, “Our target audience is individuals, who are not necessarily businesses, but have every day problems to sell or rent products and services. Our marketing strategy to use a Hindi tagline is helping us connect with the masses that truly need the OLX platform to serve a huge need that they have and is free for them to use. Having classifieds in local Indian languages and on free mobile apps for all mobile operating systems is taking OLX to a large and growing population of consumers who are not comfortable with English and do not use or have access to the Internet through PCs.”

To further strengthen the brand proposition, OLX and Saatchi & Saatchi have come up with the idea of “everything sells for a price”. Throwing light on the campaign concept, Ramanuj Shastry, National Creative Director, Saatchi & Saatchi, said, “Not going for the so-called fresh situations to bring newness to a campaign and keeping the narrative within a family was a decision we didn’t have to think twice about. That aside, it was a tremendous feeling to have a seasoned actor like Ramesh Deo holding fort in our latest script.”

The first set of commercials was aired in June 2011 and worked well in driving traffic to the site as well as creating brand awareness. Encouraged by the campaign’s response in India, OLX ran the same TV ads in Pakistan as well and the same creative idea was reproduced in Portugal to emulate the success story here.

The new TVCs carry the distinct humour, intrinsic to the core idea of the campaign. Hence, while the first TVC began with the younger brother convincing his elder brother to sell his old bike, and second TVC got the two together to get their dad to sell off his desktop, the third one builds on this natural progression. Now the two brothers and the father get their grandfather to part with his cherished old car. And taking a leap in time is the ‘Baby Cot’ film. The elder brother now has a baby and the younger one remarks on the lack of space in the house. The solution comes naturally to him. A few clicks on OLX and he makes space for the baby’s stuff. So out goes the old furniture cramping up the room and in come the baby’s cot and other things, everything sold and bought on OLX.

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