OLX finally targets the group where it belongs. The youth. With the initial campaigns aimed at Middle-class families and older audiences, exciting them to hit the platform and sell, they have come a full circle to target the restless finally, the ones mostly looking for the new!
India’s leading online classifieds OLX has released a new brand campaign ‘6 Months Break-Up Challenge’ urging people to sell pre-owned goods that they haven’t used for at least 6 months.
The campaign based on research done by IMRB suggests that stocking is the most common activity and products to the tune of ₹78,300 Crores are stocked in India homes. Interestingly 37% of the respondents gave an excuse even we relate to “I’ll use it one day”.
Amarjit Singh Batra, CEO, OLX India, “There are still so many people in India who are stocking things they have no use for under the excuse that they’ll use it one day. This leads to inefficiency in our lives, in the economy, and in our society. We want India to unlock the potential of these pre-owned items by looking inside their homes. This will help bring about a bigger change by letting us consume more judiciously and wasting less.”
Conceptualised by creative agency Lowe Lintas, the ‘6 Months Break-Up Challenge’ depicts young, urban, and tech-savvy individuals. The name ‘6 Month Break-Up Challenge’ has been conceived keeping in mind the modern culture, and the evolving vocabulary of the youth. The TVC campaign focuses on both the buyer and the seller, highlighting the ease and the convenience of the hyper simple buying and selling experience in a trusted environment.
Naveen Gaur, President, Lowe Lintas, “In this campaign, we wanted to continue the journey we had started with in our last campaign, where we managed to pitch the brand in a cooler, younger, and trendier way to the youth. Our task here was to make people realise that everyone had something or the other lying around that they were not using on a regular basis. We wanted to seed the behaviour of selling these lesser used goods rather than letting them become a blind spot. The creative idea was to encourage the audience to take up the 6 months’ challenge, where they could identify things that they had not engaged within 6 months, and then “break up” with those things by selling them on OLX.”
Irwin Preet Singh Anand, COO, OLX India
Abhishek Upadhyay, Brand Head, OLX India
Agency: Lowe Lintas
Director: Shekhar Kamble
Production House: Coconut Films