New Delhi: OLX India Pvt. Ltd, the online classifieds firm backed by South African media company Naspers Ltd, has released a new campaign ‘Mundi Dance’ which targets millennials.
Taking its popular Bech De (sell it) proposition forward, the film is executed by Lowe Lintas. The video opens with a rap face-off between father and son set over a dining table. When the son’s demand for extra money to buy a sports bike is turned down, his sister suggests him to sell unused things to fund his purchase. The entire sequence is a quirky rap in which each character bobs his/her head while mouthing the lyrics.
Posted on 31 May, the video has crossed over 1.8 million views on Facebook and over 700,000 views on the company’s official YouTube channel.
The campaign, said Gaurav Mehta, chief marketing officer, OLX India, addresses a younger audience, primarily college students and first-jobbers.
“Aspirational and bold, these young millennials know what they want in life but are often limited by their finances. We’ve seen the role OLX plays by generating extra cash through selling of previously used goods for these young millennials. What’s great to see is that their faith in OLX is supported by their family who perceive it to be the most logical and pocket-friendly destination to fund their upgrade,” he further added.
The film has been directed by Ram Subramanian of Sniper Shoots who made sure that the actors in the film perfect the signature head bob. While the rap has been written by Lowe’s Sidhant Mago, the music has been composed by Sameer Uddin.
Talking about the unique head-bobbing execution Arun Iyer, chief creative officer, Lowe Lintas said it makes for a nice visual, “Ram came up with the head bobbing idea. We decided to go ahead with it because it tends to stick in the head and you find yourself replicating it.”
The campaign will span the online and offline mediums and will extend to print, radio, OOH and digital. Apart from Hindi, the campaign has also been rolled out for regional markets in languages including Marathi. click here
Lamenting the lack of a fresh idea in the campaign, Deepak Singh, chief creative officer, The Social Street said, “Every brand is now resorting to a jingle, so it is definitely not a new execution style.
“I don’t think this will strike a chord with anyone, not even with the youth. I have seen much better stuff from OLX in the past. They’ve created much higher benchmarks with their own work for us to have sky high expectations from them,” he concluded.
OLX last campaign ‘No More Dekhte Hain’ (click here) was released in February this year. The company partnered with popular Bollywood music composer Amit Trivedi to bring out the ‘Dekhte hain’ attitude of consumers when it comes to buying new goods and getting rid of unused commodities.