Olx embeds ‘Bech de’ message into a wedding plan

Lowe Lintas has created a campaign for online classifieds site Olx.in that went on air on 14 October. The TVC has been launched in Hindi, Marathi, Tamil, Telugu, Bengali and Kannada.

The film shows an elderly couple at home, in the midst of wedding preparations. Mulling over gifting the newlyweds a honeymoon package to Switzerland, the man tells his wife that the money (Rs 4.5 lakh) would be difficult to arrange. He asks if they should send them to Thailand instead. The wedding planner instructing his men to shift the things around the house overhears their conversation. While directing his staff, he starts referring to the items by their price (instead of their name) loudly, catching the attention of the elderly couple. The man starts jotting them down. He goes to the planner and asks him about ‘the remaining Rs 50,000’. The planner asks the lady to move to one side and shows them a sculpture of a woman, which according to him will fetch the remaining money. The film ends with the voice over that says, “Extra samaan matlab extra paise (Extra goods mean extra money). Click, upload your ad, sell. OLX.com, Bechde (Sell it)”.

Amarjit Singh Batra, CEO, Olx India, said, “The new TVC captures the essence of how to make the best use of unused items in your house, which ends up blocking all free spaces and creating clutter. Keeping in sync with the brand's core message, the new TVC apprises users to sell and make money while sitting at home.” Noting that the theme would connect with customers, he added that the campaign has been timed keeping the on-going festive season in mind.

On the idea, Amer Jaleel, national creative director, Lowe Lintas, said, "The idea here is to demonstrate the hidden value of things at home and how one can generate money unexpectedly in any given situation, almost magically. Wedding is a perfect example as people always overshoot and always end up arranging extra cash."

The campaign will be visible across TV, print, OOH and online. It will also straddle radio stations in tier 1 and 2 markets.

Credits

Client: Olx.in

Creative agency: Lowe Lintas & Partners

National creative director: Amer Jaleel

Creative team: Shriram Iyer, Shayondeep Pal, Mohit Arora, Arko Bose, Manzoor Alam, Nisheeth Srivastava, Snigdha Malhotra, Ipshita Bose

Account management: Naveen Gaur, Amjad Ali, Mayoori Sangameshwar Hanagodimath, Rahul Ojha