The campaign including a couple of TVCs was rolled out last week across the mediums; watch the TVCs here.
Neha S | Delhi | June 6, 2011
Saatchi & Saatchi India has launched a new campaign for OLX.in, a market leader in free classifieds worldwide. The campaign including a couple of TVCs was rolled out last week across the mediums.
Working on one of its first creative projects for OLX, Saatchi & Saatchi played on the proposition of the brand - buy and sell for free from the comforts of their home or office. This appeals to the Indian populace but not every connected Indian is aware of this great opportunity. Through a mass medium like TV, OLX wanted to reach out to every household in the country that can benefit from this unique marketplace. Hence, the agency developed a creative idea that would appeal to this connect between OLX and every household in India and that would simplify their understanding about Brand OLX.
Talking about the creative, Sourabh Mishra, Chief Strategy Office, Saatchi & Saatchi said, “The task for the TVC was to make OLX.in the first name that people think of when they want to sell stuff. Our interaction with people showed that there is an element of hesitation, almost embarrassment that they have when selling personal belongings. Yet there is a strong desire to get the best price for whatever they sell. The idea was born when we reconciled these seemingly conflicting findings to arrive at the thought that 'everything sells at the right price”.
Ramanuj Shastry, Chief Creative Officer, Saatchi & Saatchi India said, “To illustrate the fact 'sentimentalism is only skin deep' we had to make funny, irreverent film that held up a mirror to people. That made them realise as they smiled that the 'right price' is more important than 'sentimental value'. Rajesh Krishnan of Soda Films has done a fab job, as he always does.”
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