OLX unveiled its new marketing campaign with the brand promise of creating win-win exchanges on the platform. It consists of three ad films that attempt to communicate the joy beyond the functional benefits of the platform.
The campaign aims to reach out to new users and get them to experience the classifieds marketplace in India. It will be live across India in 8 languages: Hindi, English, Tamil, Telugu, Kannada, Malayalam, Marathi and Bengali. The 360-degree campaign comprising 7 films (3 master films being launched today and 4 shorter films launching on 25th Feb) which are conceptualized by McCann New Delhi will run across TV, Digital and Radio.
The campaign tagline “Teri Bhi Happy Meri Bhi Happy” is a connotation of the feeling of happiness that a user experiences after discovering the right product, getting the right value for the products, experiencing hassle-free transactions and meeting the right buyers.
“At OLX, we strive to improve lives by bringing people together for win-win exchanges. Through buying and selling items, we’re connecting people to one another so they can create value with each transaction and in time empower a supportive and happy community that wins together,” said Sapna Arora, Chief Marketing Officer at OLX India.
She further added, “Our user experience is at the heart of OLX, and through The Teri Bhi Happy, Meri Bhi Happy campaign we want to demonstrate this strong user experience by talking about our key benefits such as finding the right deal, at the right time, right value for the products, hassle-free transactions – making both the buyer and seller equally gratified.”
Arora also highlighted, “On average, Indian households have around 12 items lying around that they no longer use which they often tend to hoard and around 60%-70% of the listings on OLX get sold within 45 days thereby indicating the huge liquidity on the platform/demand for pre-owned goods in India. With more Indians coming online as first-time internet users, we tapped into this consumer mindset to convey that OLX empowers anyone to make smart choices in support of their wants and needs in a simple yet effective manner, beyond the obvious need to monetize pre-owned products on OLX. With this campaign, we also want to target those users who have never used, or are unaware of the benefits of OLX, especially beyond the metros.”
Speaking about the campaign, Alok Lall, Executive Director and India Head of Advertising McCann says, “We wanted to shift the OLX platform from a uni-directional perspective, from either that of the buyer or of the seller. Olx brings people together to make meaningful transactions. The experience of it is equally delightful for both the seller and the buyer. The “ Teri Bhi Happy Meri Bhi Happy” campaign idea underlines the ease of transacting on Olx.
Every transaction delivers a sense of delight and joy. It is delivered through a dual narrative. Stories are about both the seller as well as the buyer and when they transact on OLX, both of them walk away with equal amounts of joy. The buyer for having got a great product and the seller for having got great value. A campaign that shows delight at both ends of the story and puts OLX users at the center of happiness.”
Campaign Credits:
Agency Name: McCann, New Delhi
Creative Head: Souvik Datta, Rohit Devgun
Creative Team: Anand Bhushan, Ashish Nath, Sameer Kumar, Musfar Khan, Kailash Chandra, Praneet Aden, Shyam Nair, Akanksha Chauhan
Strategy Team: Abhishek Chaturvedi and Tushar Handa
Client Servicing Team: Jyoti Sharma, Yaman Gogia, Siddharth Shrivastava, Sardar Samim Parvez
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