Saatchi & Saatchi hums 'Badi Badi Baatein Karte The' for OLX

After the success of the ‘Bech De’ proposition for OLX.in, Saatchi & Saatchi has created another magic for the Brand, this time with a blend of Bollywood and the ever-green pati-patni nok jhonk.

 

Taking cue from the insight - 40 is the time most men go through mid-life crisis and buy expensive toys like super bikes, expensive guitars and digital cameras to compensate for receding hairline and waning libido. Most wives are indulgent yet aware of the waste of money as stuff is bought with much interest but never used. In India, it is common for wives to taunt husbands in a round-about way by humming popular Bollywood tunes to taunt their husbands.

 

Based on this is the new OLX TVC. The film shows a couple on a Sunday afternoon where the wife is dusting a super expensive looking guitar, humming a tune (Badi badi baatein karte the), looking meaningfully at her husband watching financial news. The defensive husband replies saying ‘haan haan…jaise hi thoda waqt milega..main baja loonga.’ Cut to another household where the wife is putting away an expensive SLR cam in a bag and looks meaningfully at a man on a sofa going through mail on blackberry. Wife hums in continuation ‘karte the..Badi Badi Baatein….’ To which the husband rebuts saying ‘Khichoonga ….holidays to aane do’. Cut to a third household where the wife is draping clothes on a treadmill while her plump husband is going through his Ipad slouched in a sofa. The wife again hums ‘Badi badi baatein hmm hmm hmm karte the’ to which the husband retorts ‘Ye baatein nahin….June end Shahrukh Khan ka six pack.’

 

The film ends with a female voice over saying ‘Dear Husband..Duniya mein do cheezein free hain, badi badi baatein aur OLX.in, jahaan aap free mein ad daalo free mein becho..at good price. OLX.in sab kuch bikta hai’

 

Talking about the new campaign, Chief Creative Officer, Saatchi & Saatchi, Ramanuj Shastry words it as ‘the shelf life of passion’. He says, “Ask the wives. When those symbols of passion have served their time on the shelf, she knows it’s time to remind the husbands to let go of them. The different instances in the film say just that.” 

 

According to Amarjit Batra, Country Manager- OLX.in, “A consistent presence of ‘Bech De’ on the telly gave OLX.in a significant increase in page views and brand awareness. However, there was a need to increase action. The new film is strung lyrically with a very hummable jingle. That’s the masterstroke. I’m really excited with the jingle. The OP Nayyar-esque sound of it will definitely get women humming it to their husbands.”