MAM
OLX Autos says ‘Price nahin, surprise milega’ in its latest campaign
MUMBAI: Global car marketplace for pre-owned automobiles, OLX Autos has launched its latest marketing campaign titled ‘Price Nahin, surprise milega’. Conceived by Lowe Lintas Delhi, the campaign films aim to raise awareness about the brand’s best price proposition and encourage sellers to consider OLX Autos when selling their pre-owned cars.
Leading with two TVCs produced by Chrome Pictures and directed by Hemant Bhandari, the campaign assures sellers that they can always expect the best prices for their cars on the platform by addressing multiple customer concerns.
While the festive season is driving up demand for pre-owned vehicles, getting the optimum price for their automobiles is an important consideration for sellers. However, sellers have to usually contend with barriers in realising the best price for their product such as hidden charges, lack of information about the car’s worth, etc. All of these factors add up to compound their dissatisfaction and prevents a seamless customer experience. Through the element of drama and exaggerated disbelief, both the TVCs capture the seller’s surprise while also reiterating the central message relatably.
By portraying this sentiment in a humorous manner, the ad film attempts to convey that the pricing offered on OLX Autos’ platform goes above and beyond the sellers’ expectations.
Lowe Lintas chief creative officer Prateek Bhardwaj said, “Who said simple and straight can’t be interesting too? We had a simple message, and we made a virtue of it. Kudos to Sidhant Mago and his team for making this shine the way it does. And also to our client who loved it from script to film.”
OLX India CMO Sapna Arora said, “Car buyers throughout the country encounter multiple obstacles when attempting to sell their automobiles via an online platform for the best possible price, and through our campaign, we hoped to emphasise how OLX Autos solves this problem while also assuring the best prices, ease of selling and convenience. The predominant emotion of surprise drives the tone of the campaign, and helps reinforce the message by repetition and by contrasting the component of disbelief with the impossibly attractive proposition.”
A multi-channel approach employing digital and broadcast media, in addition to radio and on-ground activations will build effective reach and promote the campaign across platforms among OLX Autos’ target audience of car sellers who would consider using the platform for the sale of their vehicle.
“Due to the pandemic and rise in aspiration among the young generation, we can see an inclination towards having personal mobility. Our campaign is aimed at making consumers aware and assuring sellers that they can always expect the best prices for their cars on OLX Autos platform with transparent and hassle-free processes,” OLX Autos India CEO Amit Kumar said.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
