Mumbai: Olx Autos has partnered with Bollywood director Rohit Shetty and actor Sharman Joshi for its first celebrity-led ad campaign.
The latest campaign titled ‘Shetty Ke Car-Naame’ is conceptualised by Lowe Lintas Delhi seeks to drive awareness about Olx Autos’ ‘Best Price’ proposition for consumers keen to sell their pre-owned cars and consider Olx Autos as the leading destination for the same.
The digital-first multi-film campaign showcases Rohit Shetty as a consumer keen to sell the cars from his films to Sharman Joshi, who poses as an Olx Autos employee evaluating the cars for sale. The campaign films are a humorous take on the common tropes found across Rohit Shetty’s films, where cars are often shown in a glamorised fashion performing gravity-defying stunts and often forming the centerpiece of the films.
To leverage this campaign further, Olx Autos will also undertake a digital campaign across various social media platforms to reach more consumers.
Talking about the association, Rohit Shetty said, “I am delighted to collaborate with Sharman Joshi to partner with Olx Autos for this campaign which brings together my passion for films and cars. As a director, a mainstay of my films have been car stunts which audiences love and admire.”
“As an automobile enthusiast, I have always had a passion for automobiles, but often found it challenging when it came to selling off my cars while upgrading to a newer car. I hope audiences will enjoy this collaboration and resonate with the values of a fellow car enthusiast,” he added.
Sharman Joshi said, ”It’s good to be back collaborating again with Rohit on this campaign for Olx Autos. We share a common passion for automobiles and with Olx Autos it was a breeze translating the same onscreen for the short films.”
Commenting on the partnership, Olx Autos CMO Siddharth Agrawal said, “Rohit Shetty and cars are synonymous in the Indian pop culture and there is no one better than him to bring this campaign to life. Sharman Joshi’s everyman portrayal across his movies fit the mold of what we were looking for in highlighting a pertinent consumer challenge when it comes to selling pre-owned cars. We are excited to bring to life our campaign with these industry stalwarts as we aim to position ourselves as the preferred brand for consumers looking to sell their cars in their car ownership journey throughout their various life stages.”
Speaking about the creative thought behind the campaign, Lowe Lintas regional creative officer Vasudha Misra said, “It was an exciting campaign to work on from the start. When the team first pitched the idea to me- To bring Rohit Shetty, someone known for his action stunts with cars to promote Olx Autos – I was immediately sold. And like Olx Autos’ great price this has also turned out to be a great surprise.”
