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Father and son do head-wobble rap face-off in OLX campaign in India

Online classifieds site OLX has launched a campaign in four different languages targeted at young Indians in different parts of the country.

The Hindi-language film features a rap face-off between a father and son set over a dining table. The son wants to buy a stylish sports bike but has only been given limited money by his father. After his request for more cash is turned down, the boy’s sister suggests he sell some stuff fund his purchase.

The Marathi ad tells the story of a young boy whose father uses his skills as a Marathi theatre actor to short change the demands of his son.

In the Telugu version of the campaign, macho actor Allu Arjun fights off attackers and demands that his younger brother sell his old bike on OLX and get a new one before he’ll agree to ride with him.

The Kannada film features a son short of money to buy his dream sports bike. He asks his father not for extra money but for permission to sell items no longer being used in the house.

Gaurav Mehta, OLX India’s CMO, commented: “We are addressing a younger audience, primarily college students and first-jobbers. Aspirational and bold, these young millennials know what they want in life but are often limited by their finances. We’ve seen the role OLX plays by generating extra cash through selling of previously used goods for these young millennials.

“What’s great to see is that their faith in OLX is supported by their family who perceive it to be the most logical and pocket-friendly destination to fund their upgrade. As many other OLX campaigns, these TVCs too are based on the latest consumer trends, and prevailing societal truths. It’s great to see OLX evolve into a new currency of dreams for the youth,” he said.

Credits:
Client: OLX.in
CMO: Gaurav Mehta
Agency: Lowe Lintas
Account Management: Naveen Gaur, Rajiv Chatterjee, Rahul Ojha, Namita Kohli
Creative: Arun Iyer, Chief Creative Officer
Hindi & Marathi: Arko Provo Bose, Manzoor Alam, Sidhant Mago, Syed Sharaf Khurram, Anshul Nagpal, Ishita Misra
Telugu and Kannada: Rajesh Ramaswamy, Romel Joseph, Sachit Sadanandan, Srikanth Tirupattur
Account Planning: Anurag Prasad, Ketaki Chand
Directors:
Hindi: Ram Subramaniam (Sniper Shoots)
Telugu and Marathi: Shekhar Kamble (Coconut Films)
Kannada: Krishnakumar (Blackbox Films)

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