OLX spins a ghost story for 'Ghar Baitho Kamao' marketing campaign

The new campaign, conceptualised by Lowe Lintas, urges people to un-clutter their homes and earn money by selling unused goods stacked at home

BestMediaInfo Bureau | Mumbai | September 19, 2013

Click on the image to watch the TVC.

OLX.in's new fun-filled campaign reminds you that things lying ignored in your house may be useful to someone else and can become a lucrative means for you to earn some cash by selling them through the free classified website. The key message is 'Unlock the value of the unused goods in your house' using Olx.in as the most convenient platform to do so. With this campaign, conceptualised by Lowe Lintas, OLX intends to broadbase its user base and penetrate even further into tier 2 & 3 towns. The creative presentation of 'Ghar Baithe Kamao' has been timed very well considering the economic slowdown the country is witnessing.

The new campaign of India's largest C2C marketplace is an integrated marketing communications package which will be visible across TV, print, OOH, online and social media platforms. The call to action message, 'Unused samaan ko ghar mein chhupane se accha OLX pe bech do', has been cleverly designed to make it more relevant and relatable for masses.

The TVC shows two ghosts who decide to play hide and seek as they have nothing better to do. As the ghost looks for a place to hide, he finds the house over-cluttered with things that have never been used. Giving up on the game he proposes the idea of selling extra stuff through OLX as it would not just unclutter but also get the residents of the house some extra bucks in three easy steps.

The campaign highlights the steps involved in the process of selling products on OLX to show the convenience of the process. The tagline 'Click, ad Upload Karen and Sell' communicates the ease of using the platform. The campaign plays up on sound effect one makes while using the online marketplace, such as 'Khachak', the click sound when clicking a photo; 'KhitKhitKhit', the sound of the keyboard; and 'Kha-ching' which evokes the sound of your cash register raking in the moolah.

Amarjit Singh Batra, CEO, OLX India, said, “The latest campaign is based on consumer insight that people don't like to dispose of things thinking they will use them later, which end up locking all free spaces and creating clutter at home. Through this campaign, we are telling people not to hoard unused stuff, rather sell it on OLX and make good money from it.”

Batra added, “Lakhs of people are finding success with selling on OLX, and they are happy to sell at a great price in almost no time, without any hassle. Through this campaign, we are inviting those who have not used OLX to come and taste the potency of the platform.”

Since OLX started the C2C selling concept in India, it has revolutionised the way Indians used to sell their second-hand goods. OLX has focused on building awareness of online classifieds and has been investing to expand the market. The core proposition of 'OLX pe Bech de' (Sell it on OLX) has found tremendous acceptance and recognition among users. Through this new 360-degree integrated marketing campaign; OLX is further building on this proposition to apprise users to sell and make money while sitting at home.

Shriram Iyer, Executive Creative Director, Lowe Lintas, said, “The idea was to take 'bech de' communication forward. It needed new interpretation. The attempt, therefore, was to first arrive at a compelling reason to sell things that you don't need or things you end up collecting over time and then don't use enough. Next, we needed to write genuinely funny stories. OLX has a history of entertaining storytelling and we had to push that forward. It includes idle ghosts with a touch of humour. It's a sharp and witty commercial that claims to tell you how to get rich fast, but actually throws light on the expediency of the site.”

OLX has garnered more than 60 per cent market share in the online classifieds market in India. Having a CAGR of 653 per cent, with mobile traffic contributing 55 per cent of the total traffic and being a big driver to this growth, OLX has stepped up its marketing efforts with the core communication revolving around educating users on how to sell on the OLX platform.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

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