MAM
OLX.in launches a new campaign to strengthen its ‘Bech De’ proposition
NEW DELHI: OLX.in has launched a new TV campaign aimed at building and strengthening its ‘Bech De‘ proposition.
OLX‘s new campaign communicates the core OLX message of ‘Bech De‘ in interesting ways using the previous campaign ‘Badi Badi Baatein‘s‘ married couple‘s playful teasing route.
Conceptualised by creative agency Saatchi & Saatchi, the ad is an extension of the underlying value propositions of the brand – ‘Sab Kuch Bikta Hai‘ and ‘Badi Badi Baatein‘.
OLX.in CEO Amarjit Batra said, “Our new ads are a reflection of inputs and insights gained from listening to our users and Indian consumers and derived from real life situations among couples and the typical Indian household. These new ads convey a simple message through a humorous storyline. Whatever be your reasons to sell your pre loved or pre owned goods – whether you have liked something new or are hardly using it, the solution is to just ‘Sell it on OLX‘ (OLX PeBech De).”
The product highlighted in this ad is an expensive cruiser bike that is no longer being used in a manner promised by a husband to his wife while purchasing it. The beauty of story unfolds with the wife exaggerating the promises made and thus making the husband realise his folly.
A wife is shown serving morning tea to her husband who is dressed up in casual summer attire. She starts teasing her husband and pretends to shiver while saying, “Is saal Shimla mein kitni thand hai…nahin??” The husband is taken aback and tries to ensure if his wife is in good health. He reverts back, “Babush tum theek to hona? Hum Delhi mein hai, apne ghar.” The wife retorts and says, “Tum bhulgaye hum aaj hi to aaye hai Shimla” and clarifies by mentioning that they arrived on his Bike “Jo tumne do saal pehle kharidi thi, long rides jayenge etc etc.” The husband is annoyed and says, “To kya karun iss bike ko phenkdun?” The answer that follows from the wife is simple, “OLX pe bech de.” Instead of just talking, the protagonist is shown as acting upon the selling decision and transacting with an interested buyer by selling the bike in lieu of cash. This leaves the couple satisfied and ends the pitter-patter of words between them for good.
While the entire world progresses, so do you. This is a simple insight that is the crux of the second TVC. What is a loved and treasured material possession today might lose its charm tomorrow due to the availability of a better substitute. Simmering tension between a couple unfolds into a situation that was nothing more than playful bickering over a TV that needed to be upgraded.
The TVC opens to a cricket-loving husband watching the match on a LCD TV, comfortably seated on a couch in his living room. His wife Sweety returns home hands full of grocery and gives a disappointed look to her husband. She says “Kabeer, hume ab baat karni chahiye”; obviously not very happy to see the husband relaxing while she is doing the household chores. Kabeer, deeply engrossed in the match, reverts “Haan karte haina.” A serious discussion follows and the wife opens her heart out, “Mujhse aur bardaasht naheen hota.” Kabeer cajoles her,”Par Sweety tumne promise kiya tha ke tum ek bar toh koshish karogi.” Sweety confesses her new love and reveals, “Mera dil kisi aur pe aagaya hai.” Kabeer concludes, “Koi baat nahi Sweety, TV ko OLX pe bech de.” Even in this TVC the entire transaction is highlighted and the TV is sold to a person who collects it from their home and pays the couple cash for it.
Batra added, “India is a one of the key markets for OLX and we are investing in growing this market. We strive towards delivering high quality marketing communications that builds an emotional connect with our users and positions us a thought leader in this space.”
The TVC is integrated with Radio, OOH and social media to make it more substantial.
Brands
Indeed expands ChatGPT job search app to India and 50 plus countries
Conversational AI meets hiring as users get personalised roles via chat
NEW DELHI: Indeed has expanded its integration with ChatGPT to India and more than 50 countries, opening up a new, conversational way for users to search and explore job opportunities.
The move brings job discovery directly into chat, allowing users to describe roles in plain language instead of relying on filters. By typing prompts such as “remote marketing jobs” or “data analyst roles in Pune above Rs 8 lakh per annum”, users can instantly receive tailored listings drawn from Indeed’s platform.
To unlock personalised recommendations, users can connect their Indeed profiles, enabling the system to match roles based on their skills, work experience, education and preferences. The integration pulls from a vast dataset of over 645 million job seeker profiles and analyses more than 140 million hiring signals daily to refine results.
While job discovery happens within ChatGPT, applications are still completed on Indeed’s platform, where users can apply, schedule interviews and connect with employers.
Indeed vice president product Sol Garger said, “Career inspiration often strikes in unexpected places. Integrating Indeed’s hiring marketplace with ChatGPT helps job seekers turn those moments into action.”
The feature is available through the ChatGPT Apps directory, where users can connect their Indeed accounts and activate the service by typing “@Indeed” in a chat. The app also provides company insights, including overviews and employee ratings, helping candidates make more informed decisions.
Importantly, Indeed said it does not share sensitive personal data such as contact details or application history with OpenAI. Only basic profile information required for job matching is used.
The collaboration marks a broader shift in how people approach job hunting. Instead of scrolling through listings, users can now refine searches through conversation, adjusting criteria in real time and receiving increasingly relevant results.
As artificial intelligence continues to reshape recruitment, the Indeed-ChatGPT tie-up points to a future where job searches are not just faster, but far more intuitive and personalised.
