 "Kapil Sharma is a 'used-less', cheeky juicer in new OLX spot")
[caption id=“attachment_92432” align=“alignleft” width=“380”] A still from the commercial[/caption]
Online classifieds portal OLX.in has unveiled anew TV-led campaign. Created by Lowe Lintas, the commercial infuses humour in the excuses people make to hoard unused items, and also convinces viewers to sell them.The adfeatures popular comedianKapil Sharmaas an under-used, bored juicer who is trying very hard to convince his owner to sell him off.
“As a brand we have always used humour to drive pertinent messages around aspirations, consumption, stocking, and selling. Kapil Sharma personifies humour in India, and that resonates strongly with OLX’s style of messaging. The brand association between OLX and Kapil Sharma for this TVC was seamless as both have risen recently to become strong brand names that are loved by people, and have become a part of their daily lives,“said Amarjit Batra, CEO, OLX.in.
The film opens with Kapil as a juicer in the kitchen of a woman who has not used the juicer in years. Kapil urges the woman to either use him or sell him off on OLX, because he is sick of just sitting in her kitchen. On being tagged as “useless” by the owner, Kapil retorts that in his current state he is “used-less”. The ad ends with Kapil the juicer elated on meeting his new owner after being sold on OLX, reiterating that there is an abundance of buyers out there as long as there is a willing seller.
Watch the film here:
Commenting about the ad, Shayondeep Pal, group creative director, Lowe Lintas said, “Since Kapil Sharma is hugely popular, our challenge was to ensure that he looks and sounds different in this TVC while retaining his core essence. So, we came up with the idea of Kapil as a product.The struggle was to pitch it correctly in execution. The balance between Kapil Sharma the person, and Kapil Sharma, the product was critical.”
TVC Credits:
Director, marketing, OLX.in - Gaurav Mehta
National creative director: Amer Jaleel
Executive creative director: Shriram Iyer
Group creative director: Shayondeep Pal
Group creative director: Mohit Arora
Creative: Nisheeth Srivastava, Manzoor Alam, Anshul Nagpal
President: Naveen Gaur
EVP: Syed Amjad Ali
Senior brand services director: Mayoori Sangameshwar Hanagodimath
Senior brand services manager: Rahul Ojha
Associate vice president (planning): Farah Bashir
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