OLX Launches An All India Campaign Against Procrastination
Delaying, postponing, laziness, and procrastination are common human traits that often lead people to miss out on the best opportunities that life has to offer. This is the insight behind OLX’s latest Ad campaign, ‘No More Dekhte Hain’, which broke on digital mediums today, and will hit the TV screens later this week. OLX, India’s largest classifieds platform, tied up with renowned music composer, singer, and lyricist Amit Trivedi to compose the jingle for this Ad campaign that ends with the punchline ‘No more Dekhte Hain, OLX Pe Bechte Hain’.
Said Amarjit Singh Batra, CEO, OLX India, “OLX Ads have always borrowed from genuine user insights, but this time we have connected the user feedback with a larger challenge that Indians often struggle with – the problem of procrastination. We spoke to many people on not only their reasons to postpone selling but also on their life decisions and the answer was uniform – Dekhte Hain. Procrastination is an endemic problem in India, and we want people to realize what they miss out on when they postpone. It’s time to say ‘No More Dekhte Hain’, and this Ad campaign is about introducing a larger change in our attitudes. As a business we believe that OLX can be a currency for dreams if people timely sell their used goods to upgrade and fulfill their aspirations.”
OLX India already has 80% market share of the consumer-to-consumer (C2C) online classifieds in India, and is the number one classifieds for used cars and motorbikes, mobile phones, and household items. OLX has five times the brand awareness that of the number #2 player classifieds player. The auto category, from which 45% of the page-views come, has a brand awareness at least five times that of any other player in the industry (according to Google Trends). OLX is the number #1 buying + selling mobile App in India according to Google Play store and is currently trending at 2.8 billion page-views a month (January 2015). Last month OLX also bagged three Effie awards that recognize the most effective marketing campaigns.
Conceived by Lowe Lintas, the TVC is shot to a song composed by Amit Trivedi. The entire film depicts various scenarios from everyday life where people out of laziness postpone selling and in turn their and their families’ aspirations because of a ‘Dekhte Hain’ attitude. Addressing all procrastinators, the film in the end urges people to ‘No More Dekhte Hain’ and to sell on OLX.
Said Arun Iyer, Chief Creative Officer, Lowe Lintas, “Postponing things indefinitely is a unique Indian trait. And we do this with an often used phrase ‘Dekhte Hain’. This insight is even more relevant when it comes to selling our used goods. That is why we felt this was the perfect creative route for OLX. Partnering with India’s musical icon – Amit Trivedi, we capture these ethos in a groovy and entertaining way.”
The Ad will be released in six languages apart from Hindi, and will be a cross-medium, 360-degree campaign.
Chief Marketing Officer: Gaurav Mehta
Creative- Arun Iyer, Arko Provo Bose, Manzoor Alam, Sidhant Mago, Anshul Nagpal, Sharaf Khurram
Account Management: Naveen Gaur, Rajiv Chatterjee, Rahul Ojha, Namita Kohli
Account Planning: Anurag Prasad, Ketaki Chand
Director- Hemant Bhandari
Production House- Chrome Pictures