Mumbai: Pre-owned automobile platform Olx Autos has partnered with media giant Star Sports which is set to broadcast Tata IPL 2022 from 26 March. The partnership will entail Olx Autos leveraging Fall of Wickets and DRS (Decision Review System) feature across 74 matches.
Olx Autos' media agency Wavemaker is spearheading efforts around media buying and planning for this campaign.
The brand campaign will run on a concept called 'Out & In,' where upon the fall of wickets or upon review from the DRS, Olx Autos will drive its core brand positioning. The used-car industry continues to be dominated by traditional offline dealers, and price-discovery and transparency are a major pain point faced by used-car sellers, hence via this association, Olx Autos aims to strengthen its 'Best Price' positioning as a 'reliable and trustworthy' platform to sell one’s car.
To strengthen this proposition, Olx Autos plans to leverage a multi-channel approach that includes digital, radio, OTT, and television, with deployment plans to deliver the maximum reach and impact among potential used-car sellers across the country.
"Cricket is still a religion in India, and IPL continues to be an apt platform on the TV from the perspective of viewership, reach and affinity among car owners," said Olx Autos India CEO Amit Kumar. "Considering the increase in the number of teams to 10, and matches going up to 74 the latest edition of IPL will become even more interesting and help us build reach and drive brand recall for Olx Autos. We believe that the integration with the 'Out & In' concept that plays with the colloquial cricketing lingo, will resonate with customers across India."