2014-03-31 14:11:27 - A new, spirited TVC by OLX.in celebrates the exuberance, individuality, and the confidence of the women-of-today, highlighting their independence, and freedom to express themselves. The TVC, which was released today, shows an empowered, smart, and vivacious woman protagonist, and reinforces the ease and simplicity of the OLX Mobile App. The Ad uses a powerful tagline that will reiterate with millions of mobile phone users across India - ‘Ab Phone Ko Banao SELLphone’.
‘WOMANIYA, YOU’VE GOT THE POWER’
OLX Brings Fresh Perspective to Women Empowerment
Urges them to use Cellphone as ‘SELLphone’ and celebrate the Joy of Selling
Amarjit Singh Batra, CEO, OLX India, says, “Selling is a joyous experience on OLX as it is simple, and leaves you with more money in your pocket, and more space in your home for things that really matter. It is this joy of selling that is captured by our new TVC. The OLX Mobile App is the easiest way of selling either from home or on-the-go, and is ranked as the top shopping App on Google Play Store India. Approximately 70% of the traffic on OLX is coming from mobile users, which is why we
are urging people to use the ‘Cellphone as a SELLphone’ and enjoy the experience of selling on OLX.”
The new TVC, shot to the catchy tunes of the popular Bollywood number ‘Womaniya’, aptly captures the aspirations of the women of India to make their lives more manageable, to not feel financially dependent on others, and to have some fun in the process.
Conceived by advertising agency Lowe Lintas, the TVC captures a quintessential conversation between a husband and wife, with the wife expressing her desire to buy new household products, and the husband procrastinating and rejecting the idea for lack of money, and space in the house. The wife, who is left a little stumped by his response, decides to take matters in her own hand by downloading the OLX mobile App to sell things the family has no use for. The idea of selling, ridding her home of clutter, and earning money without anyone’s help is so enjoyable that she is seen dancing and
skipping around her home, merrily clicking used items from her ‘SELLphone’ to post Ads for free on OLX. So infectious is her energy that her mother-in-law soon joins the selling frenzy, breaking into a jig to the beats of the Womaniya song. When the husband returns in the evening, he is left puzzled by the uncluttered apartment and his wife and mother dancing with a wad of cash in their hands. When he asks where all the stuff went, the two ladies hold up the cellphone and proudly tell him that they sold all the goods they didn’t have use for on the ‘SELLphone’, referring to the OLX mobile App.
“We chose to tell the story of ease of usage of the OLX mobile App through a commercial dedicated to women. ‘Phone Ko Banaao ‘SELLPhone’ as an idea captures the proposition of the OLX mobile App and caps the effortlessness with which a woman goes about selling things in her house in a fun manner,” says Shriram Iyer, Executive Creative Director, Lowe Lintas India.
“Every day women from all over India write to us about their experience of selling on OLX. It has been heartening for us to read different accounts and stories of how OLX has helped them unclutter, earn money, feel independent, and empowered. This was the primary motivation for us to focus on women in this TVC. Women are also the primary shoppers in every family, and understand the needs of the house better than anyone perhaps. But often, especially in the case of stay-at-home women, they are financially dependent on others for making household purchases. We want women all over India to know that on OLX they are empowered because here they don’t have to depend on anyone,” Amarjit said.
The campaign is going live on March 26, 2014 and will be broadcast in seven languages.
National creative director: Amer Jaleel
Creative team: Shriram Iyer, Shayondeep Pal, Mohit Arora, Arko Bose, Manzoor Alam, Anshul Nagpal, Snigdha Malhotra, Ipshita Bose
Account management: Naveen Gaur, Syed Amjad Ali, Mayoori S. Hanagodimath, Rahul Ojha
Account Planning: Farah Bashir
Production House: Jamic Films
Director: Nikhil Rao
OLX.in is India's number one marketplace. OLX.in offers a free, fast & hyper-local way for Indians to sell and buy used goods and services. Every month, millions of people in India buy and sell a wide range of products including household items, furniture, consumer durables, musical instruments, cars & motorcycles, electronics & mobiles, property and local services on OLX.in.