OLX India recently released a heart-warming campaign Aadhe Tere Aadhe Mere. It suggests sharing of dreams to make your loved ones happy. The used goods market in India has picked up well and will continue to grow rapidly. This is because people are becoming aspirational to buy what they dream and they are ready to compromise with buying the used product. This ad seems a mix of both “Bech De” and Khareed Le” campaigns although it closes with “Bech De” tagline. Few snapshots of the ad
This time, OLX has taken emotional route and weaved a real good story which will connect to many couples living in metros. They have clearly focused on car buying and selling in this ad.It seems that the brand is now sensing a larger opportunity in this category and has increased its focus on cars.
Quikr, its immediate competitor launched a separate website for buying and selling of cars earlier this year. There are brands like Mahindra First Choice, CarTrade (including CarWale) and CarDekho who are already into the used car business since quite long. Olx is also joining this league.
What OLX India is communicating in this ad?
“Bigger is not always better. Sometimes something much smaller can make our loved ones much happier.”
This film captures the story of Nitin and Neetu, a working city-couple. Nitin realizes that his work schedule is making life hard for his wife Neetu. He decides to change things in the interest of Neetu’s happiness.Watch this ad to know what he changes for Neetu.
What makes the TVC more emotional is the background song with mind blowing lyrics “Kisso ki lori mai kuch kisse jod le, aadhe tere-aadhe mere, saaya ban sa chal tu mere, aadhe tere-aadhe mere” The female model in the ad is Sayani Gupta who was also seen in the Bollywood movie “Margarita, with a Straw” along with her best friend and co-star Kalki. This beautiful song is sung by Sona Mohapatra and you can Download the song here or you listen the song Aadhe Tere Aadhe Mere, click on the below link
Critics and die hard feminists may say that this shows gender inequality and in spite of being a working woman she had to depend on her husband , etc, etc but I personally don’t buy any of those observations. The reason is this ad is trying to perfectly depict an Indian couple, their beautiful love, care and sense of sacrifice for each other’s happiness. This ad will definitely create a positive impact for the brand and I think OLX India and Mullen Lowe Lintas have done a great job conceptualizing this ad.
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