OLX Brings In a Blockbuster: 'Let The Old Make Way For The New'
Four different Ads featuring celebrities Kapil Sharma, and actors Dhanush, Allu Arjun, and Sudeep released across India
India’s No. 1 marketplace for used goods – OLX.in, launched four Ads in Hindi, Tamil, Telugu, and Kannada, each featuring a celebrity superstar. All TVCs are weaved around a common theme – ‘Let the Old Make Way for the New’ or ‘Purana Jayega Toh Naya Ayega’. The Ads that hit the TV screens on May 30, 2015, comprise of four different films featuring leading stand-up comedian Kapil Sharma, Tamil movie sensation Dhanush, Kannada hit-maker Sudeep, and Telugu star Allu Arjun. Another TVC featuring Bengali celebrity Mir Afsar Ali will be launched shortly.
Said Mr. Amarjit Singh Batra, CEO, OLX.in, “The central thought behind ‘let the old make way for the new’ is that change leads to progress. Only when you let go of the old, you create opportunity for new things to happen in life. People have been selling everything from household items to cars on OLX in just a few hours! OLX is the easiest, and the fastest way in which people are upgrading these days, and bringing about a change in their lives. We hope that ‘Purana Jayega Toh Naya Ayega’ becomes both an incentive for people to let go and upgrade through OLX, as well as a mantra to live by.”
OLX TVCs are known for their originality and have in the past year won the brand several awards and accolades. Earlier this year OLX won two Effie awards, one of which was for its previous Ad campaign with Kapil Sharma. More recently the brand bagged two Abby awards, and another two awards at the Asian Customer Engagement Forum Awards for different brand initiatives. In April 2015, recognizing the path-breaking marketing done by OLX, Amarjit Singh Batra was awarded ‘Marketer of the Year’ (e-commerce) by International Advertising Association (India Chapter).
“We are not just a local brand, we are a hyper-local brand, built by Indians and for Indians. This reflects in our marketing. We were the first internet company to make regional campaigns in local languages with regional celebrities using colloquial sensibilities and references. We have always been the first-movers in online classifieds, and that’s the reason that our brand today stands for the category itself commanding 85% market share of the C2C trade in the country”added Batra.