New Delhi: After executing a series of popular campaigns under the Bech De (sell it) proposition, Olx India, the online classified platform backed by South African media company Naspers Ltd, is back with a new ad promising consumers, especially women, a far more secure and easy experience on its new app.
Made by advertising agency Lowe Lintas, the latest brand campaign features a bunch of young consumers buying and selling used goods on Olx. The spot highlights the newly added features on the app such as mandatory registration through social media or phone (for both buyers and sellers), chat first option, image-recognition feature which reduces the ad posting time by half and hyperlocal experience by only showing listings in one’s vicinity first. The first TVC focuses on the buyer, and the second on the seller; both promote the ease and convenience of hyperlocal buying and selling in a trusted environment.
Talking about the move, Amarjit Singh Batra, chief executive officer, OLX India, said, “The insights from our existing users as well as those who were interested in using Olx indicated that they were looking for a simpler and convenient experience on our platform. Dealing with unknown people was a major deterrent for new users to come on Olx. We have noticed women users are not comfortable sharing the number. Therefore, we removed calling as the first option. After chatting with a prospective buyer if one is comfortable then they can share their number. We have seen a drop in the user base after introducing the mandatory login, but they are not our engaged users. The engagement level has gone up with the new app.”
Through the new app, the company is looking to bring new users on board looking at expanding its under-penetrated product categories such as pre-owned fashion products and accessories, and passion and hobby items such as musical instruments, sports equipment, collectibles and vintage items.
With a clear target on new-to-net users, women and tech-savvy users, the new campaign is being run on television, radio, outdoors, and digital and social media. Both the television spots are being released in seven regional languages—Tamil, Telugu, Malayalam, Bengali, Marathi and Kannada.
Joy Mohanty, regional president— North & East, Lowe Lintas, said, “Our task was to bring out the features of the new OLX App in a contemporary and aspirational manner, and drive greater brand connect with the youth. Whether it is finding cool items near you or chatting with registered users on the platform, the film captures the simplicity, seamlessness, and the joy of transacting on the new app. In line with the new product, this new world of Olx is cooler, younger and trendier.”
Olx, which entered the Indian market in 2009, claims to have 80% market share of the consumer to consumer (C2C) trade in the country for unused goods such as cars, bikes and mobile phones. The company has leveraged local insights smartly weaving hoarder mentality of Indian consumers in its campaigns such as Badi Badi Batein, Womaniya, Keemat Bhi Kuch Keemti Bhi and No More Dekhte Hain. It also has leveraged celebrity faces such as comedian Kapil Sharma and Telugu actor Allu Arjun.
Noting that Olx has executed smart campaigns in the past, Arnab Mitra, founder and managing director, digital agency Liqvd Asia, feels that the new features are vaguely represented in the ads and are too basic to be present in the app when the market is flooded with tech-savvy hyperlocal apps.
“But I have an even bigger issue. I think that the imagery of the commercial is making the brand look desperately trying to be cool, alienating a part of the society which actually trades on Olx. Almost everything looks forcefully rich and even if the same has been engineered to build aspiration, I am not sure if that’s really happening. Overall, Olx had done some campaigns in the past which put them in the list of brands that are witty and smart. This is very far from that list,” he said.