OLX launches '6 Months Break-Up Challenge' campaign

OLX has released a new brand campaign derived from latest trends & consumer insights and urges India to take the six-month break-up challenge and make a behaviour change. The campaign, known as the ‘6 Months Break-Up Challenge’ urges people to sell pre-owned goods that they haven’t used for at least 6 months. The campaign is based on the insights gathered from CRUST (Consumer Research on Used-Goods and Selling Trends), OLX’s annual consumer survey to understand user behaviour towards used goods, as well as other consumer trends.

Said 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. The INR 78,000 Crore of pre-owned goods being stocked in Indian homes has the potential to find its way back into the economy and into our lives, but it’s lying idle and being wasted. 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.”

“As a brand we’ve always relied on consumer feedback and user understanding to develop our campaigns. However, this time we have completely based our campaign on our research findings, and the emerging trends. This makes the campaign an unprecedented one for us, added Batra.

OLX’s brand journey in India has been dotted with memorable and award-winning campaigns such as ‘Badi Badi Batein’, ‘Womaniya, ‘Keemat Bhi Kuch Keemti Bhi, ‘No More Dekhte Hain’ and ‘Purana Jayega To Naya Ayega’

Conceptualized 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 popular 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. The campaign will be run on television, radio, outdoors, and digital and social media.  The Ad is being released in seven languages – Tamil, Telugu, Malayalam, Bengali, Marathi, Kannada and Hinglish.

Said 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."

Campaign Credits

Irwin Preet Singh Anand, COO, OLX India

Abhishek Upadhyay, Brand Head, OLX India

Agency: Lowe Lintas

Director: Shekhar Kamble

Production House: Coconut Films


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