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Tag: OLX

  • Lowe Lintas and Partners sign on over 100 new businesses in 15 months

    Lowe Lintas and Partners sign on over 100 new businesses in 15 months

    MUMBAI: In a year that was relatively sluggish for the industry, Lowe Lintas and Partners announced today that they registeredover 100 business wins in the past 15 months. These wins have come across its 7 divisions and 9 offices in India.

     

    Joseph George (Joe), Chief Executive Officer – Lowe Lintas and Partners says, “2013was the culmination of an aggressive 3 year New Business plan that was put in place in early 2011; resulting in us, signing up upward of 300 new businesses in this period.Fantastic work leading to in-market success of our existing brandshas played a disproportionate role in helping us earn the confidence of new clients.I have always believed that doing well on Existing business is the best strategyto acquire New business”

     

    Some of the clients acquired in this period include Hero Motocorp, myntra.com, STAR TV, OLX, Heinz, Bharat Matrimony, Onida, Expedia, bookmyshow, Milma, Coir Board, Bharat Benz, Max Bupa, Finolex, Gyproc, Apollo Hospitals, Wockhardt, Bharat Forge, MCX, Heinz, Rajasthan Tourism, Nutricia, Mahanagar Gas, Dr. Reddy’s Labs among many others…

     

    Lowe Lintas and Partners, IPG’s largest operation in India,partnersabout 250 clients. Some of whom, amongst India’s most successful and marketing savvy companies–Aditya Birla Group, Arvind Brands, Axis, Britannia, Croma, Dabur, DLF, Essar, Future Group, Godrej, Havell’s, Hindustan Unilever, ICICI, ITC, Johnson & Johnson, Maruti, Micromax, MRF, Nestle, Croma, Tata Tea, Tanishq, Times Group, Videocon to name a few.

     

    OpineAmer Jaleel and Arun Iyer, National Creative Directors at Lowe Lintas – “The agency has put out the best body of work in the industry; now for 2 years in a row. So while 100 or 300 is a statistic that we are certainly very happy about, what is even more gratifying,is that the infectious energy ofthese wins are spurring on all of us to deliver even better work”

     

    Lowe Lintas and Partnershas traditionally been a strong player in advertising; but in recent times, its divisions outside of advertising have been significant contributors to business growth. A reasonable chunk of the over 100 wins have been accounted for, by LinOpinion-Golin Harris (Public Relations), LinEngage (Activation), dCell ( Design ), LinTeractive-Interactive Avenues and LinHealth-ICC (Healthcare Marketing)

     

    Some of the clients acquired in this period by the “non-advertising” divisions include Shapoorji Group, Brylcreem, Bru Coffee, Haldiram’s, Abbot India, Piramal, Mattel Toys, Tata Asset Management, Supermax, Wadhawa Group, NEC India, Herbalife, INOX, G.M. Pens, VST Industries, Govt of Netherlands, Onida, Sony Max, Bangalore Literature Festival among many others..

     

    Vikas Mehta, Chief Marketing Officer – Lowe Lintas and Partners said, “For the past year or so, we’ve gone about client acquisition as a group in a lot more orchestrated manner. It’s heartening to see our divisions like PR, Activation, Digital and Healthcare firing too.The investments we made through partnerships like Interactive Avenues and Golin Harris have shown results and we would like to make further and faster strides in that direction.”

     

    Joseph George concludes “An often used metric byclients to evaluate apotential agency partner is the consistency with which itkeeps putting out work that impactsbonding, buzz and business results. And most new prospects find us doing rather well on that count…”

  • OLX partners with Lowe Lintas to expand its brand presence in India

    OLX partners with Lowe Lintas to expand its brand presence in India

    MUMBAI: OLX.in, India‘s largest local online classifieds site has chosen Lowe Lintas as its creative partner to further build up on its brand communication and strengthen its position as the No.1 online classifieds site in India.

    Being a multi-agency pitch, Lowe Lintas won the OLX account amidst fierce competition from other top agencies of the country. In a nation where people have a tendency to hoard and aggregate goods, the agency will play a pivotal role in extending OLX‘s communication of being the largest C2C marketplace in India and an ideal platform for buying and selling of such aggregated goods lying around in households.

    OLX is a platform that enables buyers to sell anything ranging from vehicles, household furniture, mobile phones electronics and real estate; Lowe Lintas has now been given the mandate to create engaging communications that caters to the further development of such categories while strengthening the message that people can now sell their pre-owned stuff easily on OLX.

    OLX India CEO Amarjit Singh Batra said, “The initial TV ads and messaging of ‘Sab Kuch Bikta Hai‘ and ‘OLX pe bech de‘ has witnessed positive mass appeal resulting in immense brand recall and a clear user preference for the brand. Building up from here, we want to take this notion a step further to fortify OLX‘s brand equity and humanise the brand. We were overwhelmed to see the interest and response from the top most agencies in the country and we are thankful to all of them who participated in the pitch process and showed an eagerness to work with us. Having weighed all the proposals and looking at the best fit, we chose Lowe Lintas for their ‘Populist‘ creativity, their focus on business results and their understanding of our brand. We are confident that Lowe Lintas will be able to help us fulfil our objectives.”

    Lowe Lintas national creative director Amer Jaleel commented on the win, “OLX is an extremely dynamic and exciting brand. The most interesting thing about OLX is that it‘s a completely new category with challenges of changing human behaviour. There will be opportunities to crack new insights, and therefore the brand would allow us to introduce absolutely fresh communication.”

    “We are exceptionally excited to partner with OLX.in. OLX is at the forefront of a genuine consumer revolution in the Indian online space by creating a new selling culture that sees value in almost everything. OLX was seeking creative excellence based on strong strategic thinking and I think we as Lowe Lintas delivered to that. We look forward to partnering them in creating bigger, better and bolder creative work based on a distinctive brand promise,” added Lowe Lintas president Naveen Gaur.

  • OLX.in says ‘Every Mother Counts’ to mark Mothers’ Day

    OLX.in says ‘Every Mother Counts’ to mark Mothers’ Day

    NEW DELHI: As Mothers‘ Day approaches, online trading site OLX.in has initiated a social campaign called “Every Mother Counts” across the key markets of Delhi, Mumbai, Bengaluru and Kolkata.

    Designed by Value 360 Communications the campaign aims to bring smiles on the faces of thousands of impoverished mothers in India.

    In a bid to be seen as a socially responsible business outfit, OLX.in wants to encourage its users to donate goods enabling underprivileged kids of India to celebrate Mother‘s Day with their mothers.

    The campaign has been integrated using marketing communication tools like radio, live media, print, social media and public relations to create awareness on the inception of the social campaign. OLX.in has also partnered with coffee shop chain Cafe Coffee Day and Future Group‘s retail chain Big Bazaar to set in motion the gift collection process.

    A separate URL called “Every Mother Counts” has been created to activate the campaign online. People can either register themselves on the page to donate products or express interest to donate by sending a simple text on the number which is specific for the city.

    Apart from this, people can insert donation leaflets in drop boxes which are placed across CCD and Big Bazaar outlets in the four cities. OLX representatives would be collecting these gifts from the patrons preferred location/ home in order to make this process more simple for the people. Once the gifts are collected, the final culmination of the activity i.e. the distribution of the gifts to the mothers will be conducted from 6 May to 12 May.

    OLX CEO Amarjit Batra said, “Being a leader in the online classifieds space, OLX.in acts as an influencer and provokes every individual to share a human aspect. We want every kid to believe that his / her mom is a ‘super mom‘ and let mothers experience the joy of being a mom by gifting them products which they would cherish forever. We further plan to come up with some more unique initiatives to strengthen the mother – kid relation in the lower strata of society.”

  • OLX’s humorous take on one-upmanship through its new TVC

    NEW DELHI: OLX, the free online classifieds site, has released a new television commercial featuring a couple who decide to sell their car as it has become “smaller” compared to their neighbour‘s new car.

    The TVC is in the form of a mission by the couple in night hours when they first measure their neighbour‘s car and then their own. At this, the wife says “Bech De” and the couple is immediately on OLX.in talking to a prospective buyer who picks it up the same night.

    Revolving around the theme of one-upmanship; this concept is based on the insight that sometimes progress in life is measured in relation to how others are faring in their respective lives. The wives are always conscious of this ‘status war‘. Rather than being a passive bystander, they will be equal partners in partaking in the ‘one-upmanship‘ battle.

    The underlying message that comes out through this communications is that OLX.in is the best place to sell off your pre-loved goods. The ad has been created by ITSA Brand Innovations.
    OLX India Country Head Amarjit Singh Batra says, “We have always tried to find insights into the consumer‘s life and given them reasons to sell their pre-owned stuff on OLX.in. What appeals most about this one – is a sharp, real life insight. The neighbor‘s new car never fails to cause envy and definitely, a mental measure vis-?-vis your own. The story beautifully brings this insight to life through a literal exaggeration. Cars are an important category for buyers and sellers on OLX.in and we wanted to create a “Bech De” thematic for this category in specific.”

    The intrinsic good humour that is typical of OLX ads continues through this ad as well. Previous campaigns from OLX have received a phenomenal response in establishing the site‘s identity and making it popular across India. The new creative is a step further to cement the idea of making every person use OLX.in for selling their personal products which have been bought but not used much.

    The commercial is produced by Little Lamb Films and directed by Bauddhyan Mukherjee. The TVC has gone on air this week and will be promoted nationally.

  • OLX.in launches a new campaign to strengthen its ‘Bech De’ proposition

    NEW DELHI: OLX.in has launched a new TV campaign aimed at building and strengthening its ‘Bech De‘ proposition.

    OLX‘s new campaign communicates the core OLX message of ‘Bech De‘ in interesting ways using the previous campaign ‘Badi Badi Baatein‘s‘ married couple‘s playful teasing route.

    Conceptualised by creative agency Saatchi & Saatchi, the ad is an extension of the underlying value propositions of the brand – ‘Sab Kuch Bikta Hai‘ and ‘Badi Badi Baatein‘.

    OLX.in CEO Amarjit Batra said, “Our new ads are a reflection of inputs and insights gained from listening to our users and Indian consumers and derived from real life situations among couples and the typical Indian household. These new ads convey a simple message through a humorous storyline. Whatever be your reasons to sell your pre loved or pre owned goods – whether you have liked something new or are hardly using it, the solution is to just ‘Sell it on OLX‘ (OLX PeBech De).”

    The product highlighted in this ad is an expensive cruiser bike that is no longer being used in a manner promised by a husband to his wife while purchasing it. The beauty of story unfolds with the wife exaggerating the promises made and thus making the husband realise his folly.

    A wife is shown serving morning tea to her husband who is dressed up in casual summer attire. She starts teasing her husband and pretends to shiver while saying, “Is saal Shimla mein kitni thand hai…nahin??” The husband is taken aback and tries to ensure if his wife is in good health. He reverts back, “Babush tum theek to hona? Hum Delhi mein hai, apne ghar.” The wife retorts and says, “Tum bhulgaye hum aaj hi to aaye hai Shimla” and clarifies by mentioning that they arrived on his Bike “Jo tumne do saal pehle kharidi thi, long rides jayenge etc etc.” The husband is annoyed and says, “To kya karun iss bike ko phenkdun?” The answer that follows from the wife is simple, “OLX pe bech de.” Instead of just talking, the protagonist is shown as acting upon the selling decision and transacting with an interested buyer by selling the bike in lieu of cash. This leaves the couple satisfied and ends the pitter-patter of words between them for good.

    While the entire world progresses, so do you. This is a simple insight that is the crux of the second TVC. What is a loved and treasured material possession today might lose its charm tomorrow due to the availability of a better substitute. Simmering tension between a couple unfolds into a situation that was nothing more than playful bickering over a TV that needed to be upgraded.

    The TVC opens to a cricket-loving husband watching the match on a LCD TV, comfortably seated on a couch in his living room. His wife Sweety returns home hands full of grocery and gives a disappointed look to her husband. She says “Kabeer, hume ab baat karni chahiye”; obviously not very happy to see the husband relaxing while she is doing the household chores. Kabeer, deeply engrossed in the match, reverts “Haan karte haina.” A serious discussion follows and the wife opens her heart out, “Mujhse aur bardaasht naheen hota.” Kabeer cajoles her,”Par Sweety tumne promise kiya tha ke tum ek bar toh koshish karogi.” Sweety confesses her new love and reveals, “Mera dil kisi aur pe aagaya hai.” Kabeer concludes, “Koi baat nahi Sweety, TV ko OLX pe bech de.” Even in this TVC the entire transaction is highlighted and the TV is sold to a person who collects it from their home and pays the couple cash for it.

    Batra added, “India is a one of the key markets for OLX and we are investing in growing this market. We strive towards delivering high quality marketing communications that builds an emotional connect with our users and positions us a thought leader in this space.”

    The TVC is integrated with Radio, OOH and social media to make it more substantial.

  • OLX releases its new TVC ‘Badi Badi Baatein’

    NEW DELHI: Riding on the success of the ‘Bech De’ proposition, OLX.in has released a new TV commercial with a blend of humour and ever green pati- patni nokjhonk.

    Revolving around the theme of ‘badi badi baatein’, this concept is based on the insight that mid-life crisis makes most men buy expensive toys like SLRs, guitars and super bikes to boost their faltering self-image. The wives are always conscious of this transition. They are tolerant yet aware of the waste of money as stuff is bought with much interest but never used. The underlying message that comes out through this communications is to show the similarity between OLX.in and this kind of big talk- they both come free of cost.

    The ad has been conceptualized by the well renowned creative agency Saatchi & Saatchi.

    The campaign has also been extended on radio with the same theme of ‘badi badi baatein’ being utilized to inform listeners to let go of the products after they have served their time on the shelf as adornments. The witty creatives on radio are very interesting interactions between various people and would be easily related to by most people.

    The new TV commercial is set among multiple married middle aged couples of India where a wife is taunting her husband for not living up to his tall claims of learning to play the guitar, lose weight, or use his expensive digital SLR camera. Not ready to accept defeat, the husband plays along by promising to keep his word.

    The intrinsic good humour that is typical of OLX ads continues through this ad as well. OLX‘s last two campaigns have received a phenomenal response in establishing the site’s identity and making it popular across India. The new creative is a step further to cement the idea of making every person use OLX.in as for selling their personal products which have been bought but not used much.

    OLX India country head Amarjit Batra explains the need to veer to a new idea with this commercial. He says, “We have retained the core value proposition of highlighting those personal goods that we have a tendency to hoard at home in spite of them not being used. The new communication subtly encourages the viewers to sell their products through our site while stressing on the no cost factor common to your ‘badi badi baatein’ and putting an ad on OLX.in.” He further adds, “I’m really excited with the jingle used in the creative. The O P Nayyar-esque sound of it will definitely get women humming it to their husbands.”

    Tapping on the Indian family backdrop with this ad again, Saatchi & Saatchi NCD Ramanuj Shastry said, “We deliberately wanted to continue with the typical Indian household setting this time by showing a wife bickering with her husband. We have found that such grounded characters are easily relatable and hence there was no need to get out of the domestic scenario. It is common to find couples engage in playful banter of this nature each trying to gain the upper hand. The idea is to in a subtle manner make OLX.in the first name that comes to your mind when you wish to sell something you do not need lying around the house.”

  • OLX rolls out new TVC conceptualised by Saatchi & Saatchi

    OLX rolls out new TVC conceptualised by Saatchi & Saatchi

    MUMBAI: The free online classified site OLX.in has launched a new TVC, created by Saatchi & Saatchi, to take its ‘Bech de’ campaign further. It is back on national TV with ‘Grandfather’ and ‘Baby Cot’ TVCs.

    The idea of the campaign is ‘everything sells for a price’.

    The first set of commercials was aired in June 2011 and the company claims that it worked well in driving traffic to the site as well in making OLX a household name in India.

    Encouraged by the campaign’s response in India, OLX ran the same TV ads in Pakistan as well and the same creative idea was reproduced in Portugal.

    Saatchi & Saatchi NCD Ramanuj Shastry said, “Not going for the so-called fresh situations to bring newness to a campaign and keeping the narrative within a family was a decision we didn’t have to think twice about. That aside, it was a tremendous feeling to have a seasoned actor like Ramesh Deo holding the fort in our latest script.”

    OLX India country head Amarjit Batra added, “Our core value proposition of ‘Individuals using OLX to sell personal goods that they don’t need or use’ comes out beautifully from these new TV ads. The use of same cast in all the films implies the huge need among every Indian Family to solve their daily problems of buying, selling products and services locally. With OLX they simply have to tell their friends and relatives to ‘BechDe’.”

    The new TVCs carry the distinct humour. So where the first one began from younger brother convincing the elder one to sell his old bike, and second one getting the two together to get their dad to sell off his desktop, the third one builds on this natural progression. Now the two brothers and the father get their grandfather to part with his cherished old car.

  • ZenithOptimedia India wins media duties of OLX

    ZenithOptimedia India wins media duties of OLX

    MUMBAI: ZenithOptimedia India has won the media duties of free online classifieds company, OLX.

    The business is pegged at Rs 100-120 million.

    The mandate was awarded following a multi-agency pitch that also involved two other agencies.

    OLX country manager Amarjit Singh said, “We are extremely happy to work with ZenithOptimedia in India. They have demonstrated great ROI to OLX.in through planning tools and buying clout in the market. With their help we aim to reach our benchmarks in India.”

    ZenithOptimedia India CEO Satyajit Sen added, “ZO’s sound strategy based on consumer and category understanding along with a strong focus on ROI is what led to our winning this new-age business. The Internet and Digital mediums are exciting platforms and can be leveraged effectively through a robust and innovative media approach to reach specific groups individually with customised messages.”

    In the beginning of this month, OLX had given its creative duties to Saatchi & Saatchi India.