ITV

Tag: OOH

  • RBNL’s radio business continues profitable run in Q1-2014

    RBNL’s radio business continues profitable run in Q1-2014

    BENGALURU: Note: The profit/loss figures mentioned collectively or for each segment in this report are profits before tax and interest (PBIT), unless stated otherwise.

     

    Reliance Broadcast Network Limited (RBNL) radio business which first returned a profit in Q3-2013 of Rs 3.36 crore, followed by a profit of Rs 8.06 crore in Q4-2013 continued its profitable run with positive figures of Rs 8.71 crore for Q1-2014.

     

    On a consolidated basis, RBNL reported a loss of Rs 15.76 crore for Q1-2014, about 55 per cent of the loss of Rs 28.705 crore loss during Q1-2013 and about 65.25 per cent of the Rs 24.154 crore loss reported for Q4-2013. RBNL reported a loss of Rs 91.73 crore for FY-2013.

     

    RBNL CFO Asheesh Chatterjee informed www.indiantelevision.com, “RBNL achieved cash break-even at consolidated level and remains PAT positive at standalone basis in Q1-2014.

    Radio business reported 31 per cent y-o-y growth in revenue and EBITDA of Rs 17.4 crore. TV business sustained leadership reporting 37 per cent y-o-y revenue growth.”

     

    Overall

     

    Q1-2014 consolidated total income of Rs 61.1 crore; increase of 26 per cent y-o-y
    Q1-2014 consolidated EBITDA at Rs 0.9 crore – achieves break even.
    Q1-2014 consolidated EBIT was Rs (9.8 crore)
    Q1-2014 standalone total income of Rs 58.5 crore; increase of 18 per cent y-o-y
    Q1-2014 standalone EBITDA at Rs 19 crore; increase of 382 per cent y-o-y.
    Q1-2014 standalone EBIT at Rs 8.8 crore; increase of 264 per cent y-o-y
    Q1-2014 standalone PAT at Rs 2.1 crore; increase of 112 per cent y-o-y.

     

    Let us look at RBNL’s figures from various segments in Q1-2014

     

    Radio

     

    Revenue from radio contributed a major chunk – Rs 47.27 crore or about 73.26 per cent of RBNL’s total revenue of Rs 64.53 crore and 76 per cent of Income from operations at Rs 62.19 crore during Q4-2014.

     

    Revenue from radio in Q1-2014 at Rs 47.27 crore grew 31.3 per cent as compared to the Rs 36.01 crore for Q1-2013 and grew 2.6 per cent as compared to the revenue of Rs 46.09 crore for Q4-2013.

     

    Q1-2014 radio standalone EBITDA at Rs 17.4 crore as against EBITDA of Rs 7.8 crore in Q1-2013; increase of 122 per cent y-o-y

     

    Q1-2014 radio standalone EBIT at Rs 8.7 crore as against EBIT of Rs (-1.0) crore in Q1-2013.

     

    TV Production

     

    TV Production, with a standalone revenue of Rs 5.90 crore, contributed 9.5 per cent to Income from operations during Q4-2014. Revenue from production in Q1-2014 grew by 11.8 per cent as compared to the revenue of Rs 5.28 crore in Q1-2013 and 29.24 per cent as compared to the revenue of Rs 4.57 crore in Q4-2013. Production suffered a loss in Q4-2014 of Rs 0.423 crore as compared to a profit of Rs 0.1059 crore in Q1-2013, but 16.11 per cent lower than the loss of Rs 0.504 crore reported for Q4-2013.

     

    Standalone EBDITA for Q1-2014 from this segment was Rs (-0.3) crore in Q1-2014 as compared to the EBDITA of Rs0.2 crore in Q1-2013 and Rs (-0.3) crore in Q4-2014.

     

    OOH

     

    Revenue from outdoor at Rs 1.995 crore in Q1-2014 was almost one third (34.5 per cent) of the revenue of Rs 5.99 crore in Q1-2013 and just 30.6 per cent of the Rs 6.303 crore in Q4-2013. Loss from this revenue segment in Q1-2014 was significantly lower (by 12.4 times) at Rs 0.1758 crore as compared to the loss of Rs 2.182 crore in Q1-2013. Outdoor returned a profit of Rs 0.1407 crore for Q4-2013.

    Standalone EBITDA from this segment was a positive Rs 1.2 crore during Q1-2014 as compared to a loss of Rs 1.8 crore in Q1-2013 and Rs 0.7 crore during Q4-2013
    Televison.

     

    Consolidated revenue of Rs 8.44 crore from television contributed 13.6 per cent of total revenue for Q1-2014. Revenue from this segment grew at 36.9 per ecent as compared to the Rs 6.16 crore reported for Q1-2013 and just half a per cent as compared to the Rs 8.39 crore for Q4-2013. Consolidated loss from television in Q1-2014 at Rs 18.06 crore was 54.4 per cent higher than the loss of 11.69 crore for Q1-2013, but was significantly lower by 32 per cent as compared to the Rs 26.54 crore loss for Q4-2013.

     

    RBNL CEO Tarun Katial said, “Reliance Broadcast Network has delivered a robust performance, breaking even at the operating level. Radio has delivered the highest ever Q1 performance, fortifying its position as the leading national network and both key businesses of radio and television are primed to benefit from government reforms.”

     

    RBNL says that its flagship general entertainment channel Big Magic which emerged a leader in the Hindi heartland, has steadily expanded distribution across the Hindi speaking markets of India, benefiting from phase II of television digitisation. Its ays that TRAI’s mandate to regulate advertisement inventory to 10 minutes per clock hour will translate into more equitable distribution of advertisement inventory across channels, resulting in increased advertisement flow to both radio and emerging channels like Big Magic, Big CBS and Big RTL Thrill.

  • Splitsvilla 6 enagages its audience with new apps

    Splitsvilla 6 enagages its audience with new apps

    MUMBAI: Love just got difficult to get. With 16 youngsters fighting with each other to not only win a show, but to also (ostensibly) find love, Splitsvilla 6 has got all the right ingredients to make the perfect youth sizzler. The latest season promises to be ‘Hotter than Hell‘ with lots of scintillating moments and breathtaking participants which are definitely pleasing to the eyes. Not to miss, are the trademark back-stabbing, hating and fighting elements adding the required spice to the tale. Splitsvilla Seaason 6 promises to have higher doses of all these and much more to sustain and increase its cult following among the young and restless.

    The tagline very aptly says ‘Hotter than Hell‘ and to make the show as hot as hell, Viacom18 has launched an interesting campaign introducing newer elements, targeting both digital and Out of Home (OOH) media. The show has been created by an in-house creative team, headed by Bhavya Sharma.

    The network has roped in Fiama De Wills, Karbonn Mobiles, Zinga and Kama Sutra as sponsors for this season. Revealing further details, MTV business head Aditya Swamy says: “We have integrated our sponsors in the show. We are giving exclusive coverage to them by having exclusive Fiama and Karbonn tasks. We also have their logo presence during the show.”

    So what‘s new? The sexy siren Sherlyn Chopra will be the all new sizzling co-host. (We thought Nikhil Chinappa was sexy enough: editor chuckles). Also, the popular ‘Break up Diary‘ segment wherein the female contestants narrated their break-up stories to introduce themselves will now also feature the male contestants. Well, ofcourse, what is more interesting than a bunch of ‘hot‘, bare-chested men talk about how they faced and ‘survived‘ heartbreak, right?

    The channel tells us that extensive research has gone into this season to better understand the pulse of the young generation. The research team, headed by Sumeli Chatterjee tried to spot the current trend. “Changes in Splitsvilla 6 have been created based on the opinion from our research group, whom we refer to as trend spotters,” says Swamy.

    After research, it was time for the right kind of promotion and what better way than to target the buzzing college campuses. MTV reached out to around 200 college campuses across India, including Kolkata, Lucknow and Chandigarh, during its pre-launch. They also hired campus ambassadors for ‘word of mouth‘ marketing. “We have promoted the show in a big way, keeping 20-30 per cent of our total advertising budget only for social and digital platforms,” informs Bhattacharya.

    It‘s the digital front where Splitsvilla aims to create the maximum buzz. “MTV Splitsvilla is the ideal product to proliferate on digital media,” says a media observer. “It‘s for young people who zoom in like bees on outlets such as Facebook, twitter, Pinterest, Instagram and it‘s about relationships. Hence, it‘s good its building up itself on digital media.”

    With a humongous 2.7 million likes and 1.5 million active fans on Facebook, more than 3500 avid Twitter followers, MTVSplitsvilla 6 has managed to carve a decent online following for itself.

    But, apart from the usually explored territories of Facebook and Twitter, Splitsvilla ventures into the space of mobile apps and also includes a fan mobilising concept.

    “We have learnt a lot from MTV Roadies and have applied those lessons to Splitsvilla 6,” says MTV digital head Eklavya Bhattacharya. “What we have done within the digital space has helped us gain a lot of recognition worldwide as one of the best initiatives.”

    What more?! Remember that sweet little angel of a daughter in Kuch Kuch Hota Hai? Yes, she is Sana Saeed who was recently seen in Karan Johar‘s college flick Student of the year as a co- lead (read hot bimbo), Splitvilla 6 gets you a web show featuring ‘Sexy Sana‘ who will be analysing (read: Bitching) about all that the contestants did in the televised episode each weekend.

    Swamy adds: “Sexy Sana is an exclusively new property this season, which gives Sana‘s takes and reviews on extended videos, unedited parts and behind the scene clippings of the show.”

    Entering in the app world, the channels has added ‘I Dubba‘, which allows its 50 million viewers to not only tweet to the show on air, but also chat with fellow fans. Another interesting app is ‘Tickr 2 fame‘, which helps viewers to tweet and chat on Facebook, these conversations are shown on the show.

    The additions have helped Splitsvilla connect with its audience. “We have seen a 100 per cent rise in the response from the audience with the addition of new apps. On each show we get 300- 400 people chatting on I Dubba and 1,000 to 2,000 people tweeting on Tickr to Fame,” informs Bhattacharya.

    With five episodes already aired, let‘s wait and watch how impressive these new additions prove to be for brands Splitsvilla.

    Recap of previous seasons of Splitsvilla…

    Splitsvilla Battleground – has been the highlight of all seasons. Being one of the medium to get selected for the show, by performing a task given ‘on the spot‘, this section of Splitsvilla still engages maximum audiences.

    Audiosodes – an application though which one can listen to entire show in the voice of popular video jockey, J. Man.

    Hottie of the Day – get likes and comments on facebook.

    Urban Cupid – text articles about love relationship and break ups on facebook pages.

    Splitsvilla Prediction App – It is a proper live prediction and live betting engine for making virtual money. This is available on Vas platforms and these have been distributed to mobile
    operators across the country.

  • Raymond selects Madison to handle its Rs 100 crore AOR biz

    Raymond selects Madison to handle its Rs 100 crore AOR biz

    MUMBAI: Textile, apparel and fashion retailer Raymond‘s tag line is “the complete man.” And it was looking for the complete media agency to look after its advertising spends. And it found that it in the Sam Balsara-founded Madison Media which will now be its agency of record (AOR), following a multi-agency pitch. Madison, which bills about Rs 3,000 crore on a gross level, will be responsible for the entire media mandate, including digital and out- of-home (OOH), for all Raymond group brands.

    The Raymond AOR including its branded apparel, denim, cosmetics and toiletries, engineering tools and hardware, auto components and prophylactics businesses is estimated to be worth about Rs 100 crore annually.

    Raymond director – marketing Mrinmoy Mukherjee said, “Raymond requires an expert media advisor and partner. We are delighted to have Madison on board as our media partner. Their leadership status as one of the best integrated media solutions agencies in India and well-integrated service and processes will help our brands scale newer heights of success.”

    Madison Media Group CEO Gautam Kiyawat added “We are delighted with this new win and are confident that we can add substantially to building the Raymond group brands.”

    Madison Media has been on an account winning spree, having recently won a host of new businesses including Epic TV, Maxx Mobile, McCain Foods, Ruchi Soya, Max India‘s corporate account, Café Coffee Day, Radikal Rice and Crompton Greaves. This apart, it handles media planning and buying for blue chip clients including Airtel, Godrej, Cadbury/Kraft, ITC, General Motors, Marico, McDonald‘s TVS, Levis, SpiceJet, Domino‘s, Bharti AXA, Max Life Insurance, Asian Paints, Pidilite, Tata Salt, Acer, Crompton Greaves, Dish TV, Times Television Network, Indian Oil, Enamor Lingerie, Gowardhan Dairy, Café Coffee Day and many others.

  • Hyndai i20 ‘casts a spell’ with its new TVC

    Hyndai i20 ‘casts a spell’ with its new TVC

    MUMBAI: Hyundai i20 is going all out with an array of new TVCs across the World Wide Web and television sets. The TVCs in question here is conceptualised by Innocean Worldwide.

    The two commercials for Hyundai i20 ‘The Hyundai i20 casts a spell‘ and ‘A Spy and his ‘Uber Cool‘ drive‘ is completely focused on the car‘s features for the target group in the segment.

    The objective behind the campaign was to drive viewers towards the brand‘s dominance across media and digital platforms simultaneously.

    The ‘Cast a Spell‘ has gone viral and garnered more than seven lakh views on YouTube within a short span of 10 days. The ad film is conceptualised by the creative trio of Saurabh Dasgupta, Allen Charles and George Koshy. The ad film has been aired on TV and digital platforms like YouTube and other social media.

    To view to TVC Click here

    Speaking about the campaign, Innocean Worldwide executive creative director Saurabh Dasgupta said, “The objective was to give an uber twist to a story of a ghost and an i20 driver, by way of the ghost getting spooked by the cars features that were intuitive and seemingly supernatural.”

    The TVC shows a young executive returning from a hard day‘s work when he unassumingly comes across a stunning lady dressed in black standing all alone. By the time he realises that he is next to a cemetery, the lady is shown seated next to him magically and orders him to drive. But at the end of the TV commercial ghost decides to vanish as she came across the car‘s features which offers package of auto headlamps, rain sensing wipers, daytime running lamps and rear parking camera.

    The other ad film ‘A spy and his ‘Uber Cool‘ car‘ film meant for usage on the television medium. It has been premiered on the ongoing telecast of Champions Trophy on ESPN wherein Hyundai is there as a sponsor in its capacity as official partner of ICC. The film has been written by Koustuv Chaterjee ECD at Innocean. Herein the intent is to epitomise the unusual traits of the Uber Cool i20 user.

    To view to TVC Click here

    According to Chaterjee, “This story is one that thrills you. Its pushes the boundaries of uber cool portrayals done so far. The protagonist is a spy who gets the better of his opponents only to find himself racing against odds to keep his appointment with his girl-friend. Tied-up he still manages a getaway in an exciting fashion aided by the superlative innovations in the feature list of the car.”

    Innocean joint managing director Vivek Srivastava

    Commenting on the brand, Innocean Arjun Modayil executive director said, “The brand definitely outshines its competitors like Suzuki Swift, VW Polo etc in terms of appeal and buzz.”

    Putting the overall approach in perspective Innocean joint managing director Vivek Srivastava added, “Our client Hyundai Motor India has adopted a dynamic approach towards enhancing its models/brands appeal. The intent is towards buzz creation and increase brands consideration across in the medium term. Going further the synergised deployment of digital, print, OOH and TV will become the norm for our communication strategies to stay ahead of the curve all through.”

  • News Nation hands over media AOR to Carat

    News Nation hands over media AOR to Carat

    MUMBAI: It‘s making an entry into an already teeming with competition space. And News Nation – a channel promoted by a group from the north with Shailesh Kumar (a former Aaj Tak and Zee News news professional) at its helm needs all the professional help it can to guide it through the terrain. Hence, it has handed over the media mandate to plan its media spends to Dentsu-Aegis Groups’ Carat Media Services following a multi agency pitch.

    The soon to be launched channel’s creative duties are being handled by IPG’s McCann Erickson. A high voltage campaign is scheduled to be flagged off soon.

    “We believe in the proposition being put forth by News Nation whole heartedly. It’s a responsible news channel for the sensible viewer and our media approach is also similarly aligned to connect the brand message with its chosen prospect most effectively. We shall endeavour to do this with the help of all pertinent media platforms – including television, print, digital, OOH as well as activation,” says Carat Media executive VP Vidhu Sagar.

    News Nation aims to position itself as the news channel of a new India that focuses on getting to the real truth behind every story and to deliver pure, unadulterated news to viewers.

    Speaking about the channel’s objectives and ideology, News Nation CEO Shailesh Kumar says: “News Nation will never be known for sensationalism or masala news like many others of our ilk today. Instead, our sights are focused on producing sensible news for the intelligent viewer of this country and beyond. To this end, News Nation has already made sizeable investments on the technology and talent front”.

  • Publicitas establishes presence in Japan

    Publicitas establishes presence in Japan

    MUMBAI: Publicitas, the leading international media service company, has opened a new office in Tokyo on 15 April. Escalating its global footprint, the firm will be an important link between media brands and the local advertising market in Japan.

    It represents international media owners in local markets, offering advertisers direct access to a premium, global media portfolio. The operations in Tokyo provide Japanese advertisers with print, TV, and digital media solutions along with premier OOH and custom events to reach their international and premier local target audiences.

    Japan MD Hiroko Minato with support from India and Asia CEO Marzban Patel will head the initiative in delivering bespoke solutions to clients in the region.

    Patel is extremely proud of opening its operations in Japan and said, “We have a brilliant team on the ground that will work closely with our regional and global experts to deliver the right solutions to our media partners and esteemed advertisers across media platforms”.

    Minato said, “We are very excited at the launch of Publicitas Japan. Publicitas‘ worldwide network, wealth of knowledge, experience and premier portfolio of traditional and new media enables us to offer clients in Japan an unparalleled fully integrated service”.

    Japanese businesses increasingly allocate a significant portion of their marketing budget to overseas advertising and bespoke communication, emphasising the importance of partnership with non-Japanese clients and overseas markets. Publicitas Japan is distinctively well placed to benefit from this new market development.

  • JWT India to handle Kidzania’s creative biz

    Mumbai: The edutainment brand Kidzania has awarded its creative mandate to JWT India for its first family edutainment theme park scheduled to open in Mumbai shortly.

    The agency will craft an aggressive multi-media brand building campaign to create awareness for KidZania across mediums such as print, electronic and out of home (OOH) advertising.

    KidZania India chief marketing officer Viraj Jit Singh said, “We are delighted to have JWT India on board to develop our communication strategy. Having worked with global brands across product categories, JWT brings with them a deep understanding of our target audience – kids and young parents. KidZania is a unique concept and their focus will be to bring alive the role-play experience across all platforms of communication and engagement.”

    “We are very excited and look forward to working with KidZania, one of the fastest growing kid’s interactive entertainment brands in the world. With KidZania’s unique offerings, JWT is looking forward to partner the brand in growing its footprint in the Indian market to make it a leader in the space for interactive kid’s entertainment”, JWT Mumbai managing partner and branch head Tarun Chauhan.

  • Posterscope launches out-of-home offering Ambient OOH

    MUMBAI: Recognising the paradigm shift in the way the Out of Home media has changed, Posterscope India Group has launched its out-of-home offering, Ambient OOH.

    Building on the premise of the proverb, “Tell me and I might forget, show me and I might remember, but engage me and I shall understand”, Ambient OOH promises to offer brands a unique OOH offering, be it your target market in coffee shop, roads, offices or simply looking at the sky – you can reach them all using one or more ambient media options, the company said.

    Posterscope India Group MD Haresh Nayak said, “Interestingly, advertising in India today has gone through many changes in techniques and style of promotion. Gone are the days of passive communication, it‘s all about how your brand engages and interacts with its target audience. Secondly, the changing lifestyle of consumers calls the attention of advertisers to re-study the mediums of brand communication and through Posterscope OCS (Outdoor Consumer Survey) we have seen that Ambient OOH is growing much faster than traditional OOH”.

    Ambient OOH, through its proprietary tool Ambient Score maps over 20 channels of ambient environment (Malls, Multiplexes, Coffee shops, Beauty parlors etc). It further gives consumer demographics, reach and frequency numbers covering more than 25000 touch points reaching out to footfalls of more than 3 million consumers.

    Ambient OOH business head Fabian Cowan said, “As the Indian consumers evolve, and there is a far greater need to engage them across platforms and experiences. Integration and innovation across traditional and new media opportunities is the key and at Ambient OOH we are well equipped to deliver not just innovations that are out of the box but also engagement and experiences that are well within the box, that have hitherto been ignored.”

    The company has a team of 20 members and offices across Mumbai, Delhi, Bangalore, Chennai, Ahmedabad and Kolkata.

    Ambient OOH has already partnered with clients like Nissan, Tourism Australia, L&T, Bose, Samsung, MTV, ETV, Visa, Adidas, BMW, Standard Chartered, Movies Now, Ferrari, Benetton, NDTV Good Times, Skoda Auto and Reebok.

    Ambient OOH is part of Aegis Media‘s Posterscope Group in India. The Aegis Media India group comprises Posterscope the global OOH sector leader, Brandscope, Hyperspace (Retail), PSI (Airports), Carat, an independent media communications specialist, Vizeum, Carat Fresh Integrated (Experiential), Doosra (Creative), Isobar, the global communications agency with digital at its heart and IProspectCommunicate 2, a search and performance marketing company.

  • Maaza rolls out ‘Har Mausam Love, Har Mausam Aam’ sequel

    MUMBAI: Maaza is ready to welcome the summer season with a sequel of the earlier ad film constructed around the love story of brand ambassadors Imran Khan and Parineeti Chopra.

    The new TVC featuring adds a new twist in their very “Aam” love story, taking forward the ‘Har Mausam Love, Har Mausam Aam‘ theme.

    The second chapter in Khan and Chopra‘s love story again draws an analogy between ‘love‘ and mangoes and how the mango, just like love, is beyond seasons and can be relished in every season.

    The Maaza “Har Mausam Love, Har Mausam Aam” campaign has been conceptualised by Leo Burnett (Delhi) and directed by Jayant Rohtagi.

    In addition to leveraging mass media advertising, integrated communication plan includes roll-out of a range of initiatives including out-of-home (OOH) media, digital, point of sale merchandise and on- the- ground initiatives across all key markets.

    Titled “Saturrday”, the film is set in summer in an office where Chopra, who is crazy about mangoes, relishes a mango at her office desk. She gets a call from her colleague and admirer, Khan, asking her out on a date the next day – “Saturrday”. Reluctant to miss any opportunity to relish delectable mangoes, she flatly declines the offer saying that Saturdays will keep coming every week all year round but not her favourite mango season. Khan, knowing her obsession for mangoes, woos her with the all-season mango delight in a bottle – Maaza.

  • 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.