MUMBAI: Saatchi & Saatchi has bagged the creative duties for the leader in free classifieds worldwide – OLX.
Catering to an audience in one of the fastest growing sectors in India, OLX aims to cut across sectors with more and more people using the online space to find and buy products that they need and sell products that they don’t want to use.
Operating in the online space, OLX helps people buy, sell, exchange products and services in their neighbourhoods and within their city. Users are free to search, list or post ads and free to transact on OLX.
Present in more than 1000 cities in India, OLX serves as the local market place for both individuals and businesses. Categories on OLX include Jobs, Real Estate, Cars, For Sale, Services, Education and Matrimonials. Besides, it can be accessed through web or mobile and offers free apps for iPhone and Android phones that make it convenient to post ads on the go.
OLX country manager Amarjit Singh Batra said, “We found the Saatchi & Saatchi team very responsive and excited about this idea. They spent a lot of time understanding about OLX and the needs that OLX is solving for consumers in India. We chose them over others because of the clarity and simplicity in the creative pitch idea that they presented to us. We were convinced on their approach of a humour based storyline of communicating the value proposition of OLX and their commitment to top quality production”.
Commenting on this development, Saatchi & Saatchi India CEO Kamal Basu said, “OLX is a great brand to work on and we at Saatchi & Saatchi are very excited about the work we are doing on the brand. We look forward to a long and rewarding journey together”.
Working on one of its first creative projects for OLX, Saatchi & Saatchi played on the proposition of the brand - buy and sell for free from the comforts of their home or office. This appeals to the Indian populace but not every connected Indian is aware of this great opportunity. Through a mass medium like TV, OLX wanted to reach out to every household in the country that can benefit from this unique marketplace. Hence, the agency developed a creative idea that would appeal to this connect between OLX and every household in India and that would simplify their understanding about Brand OLX.
Talking about the creative, Saatchi & Saatchi chief strategy officer Sourabh Mishra said, “The task for the TVC was to make OLX.in the first name that people think of when they want to sell stuff. Our interaction with people showed that there is an element of hesitation, almost embarrassment that they have when selling personal belongings. Yet there is a strong desire to get the best price for whatever they sell. The idea was born when we reconciled these seemingly conflicting findings to arrive at the thought that ‘everything sells at the right price”.
