MAM
OLX releases its new TVC ‘Badi Badi Baatein’
NEW DELHI: Riding on the success of the ‘Bech De’ proposition, OLX.in has released a new TV commercial with a blend of humour and ever green pati- patni nokjhonk.
Revolving around the theme of ‘badi badi baatein’, this concept is based on the insight that mid-life crisis makes most men buy expensive toys like SLRs, guitars and super bikes to boost their faltering self-image. The wives are always conscious of this transition. They are tolerant yet aware of the waste of money as stuff is bought with much interest but never used. The underlying message that comes out through this communications is to show the similarity between OLX.in and this kind of big talk- they both come free of cost.
The ad has been conceptualized by the well renowned creative agency Saatchi & Saatchi.
The campaign has also been extended on radio with the same theme of ‘badi badi baatein’ being utilized to inform listeners to let go of the products after they have served their time on the shelf as adornments. The witty creatives on radio are very interesting interactions between various people and would be easily related to by most people.
The new TV commercial is set among multiple married middle aged couples of India where a wife is taunting her husband for not living up to his tall claims of learning to play the guitar, lose weight, or use his expensive digital SLR camera. Not ready to accept defeat, the husband plays along by promising to keep his word.
The intrinsic good humour that is typical of OLX ads continues through this ad as well. OLX‘s last two campaigns have received a phenomenal response in establishing the site’s identity and making it popular across India. The new creative is a step further to cement the idea of making every person use OLX.in as for selling their personal products which have been bought but not used much.
OLX India country head Amarjit Batra explains the need to veer to a new idea with this commercial. He says, “We have retained the core value proposition of highlighting those personal goods that we have a tendency to hoard at home in spite of them not being used. The new communication subtly encourages the viewers to sell their products through our site while stressing on the no cost factor common to your ‘badi badi baatein’ and putting an ad on OLX.in.” He further adds, “I’m really excited with the jingle used in the creative. The O P Nayyar-esque sound of it will definitely get women humming it to their husbands.”
Tapping on the Indian family backdrop with this ad again, Saatchi & Saatchi NCD Ramanuj Shastry said, “We deliberately wanted to continue with the typical Indian household setting this time by showing a wife bickering with her husband. We have found that such grounded characters are easily relatable and hence there was no need to get out of the domestic scenario. It is common to find couples engage in playful banter of this nature each trying to gain the upper hand. The idea is to in a subtle manner make OLX.in the first name that comes to your mind when you wish to sell something you do not need lying around the house.”
Brands
Pocket FM elevates Lalit Gangwar to COO to drive global growth
Founding member to lead operations, monetisation and expansion across markets
MUMBAI: Pocket FM has elevated Lalit Gangwar to chief operating officer, tasking the founding team member with leading global business operations as the company sharpens its international growth strategy.
In his new role, Gangwar will oversee end-to-end operations across markets, including growth, monetisation and execution for the company’s audio business. The appointment comes as Pocket FM looks to strengthen its operating foundation and build a more predictable, scalable global business.
Gangwar has been closely involved in shaping the company’s trajectory from its early days. He played a key role in building the growth and marketing playbook in India, helping the platform scale to over 150 million users within its first year and establish a strong foothold in the audio storytelling category.
He later led Pocket FM’s expansion into the United States, where he set up teams, defined market strategy and drove scale, contributing significantly to the company’s international ambitions.
Pocket FM co-founder and CEO Rohan Nayak said, “Lalit has been central to Pocket FM’s journey from the very beginning. He has built our growth engine and scaled our business across markets.” He added that the company’s focus on nurturing internal talent makes Gangwar a natural choice to lead the next phase.
Gangwar said, “Pocket FM has always been driven by a simple belief that powerful stories can travel across borders and create meaningful impact.” He noted that the company will continue to focus on scaling markets, investing in AI-led storytelling and strengthening monetisation.
As COO, Gangwar is expected to bring greater operating discipline while building systems, talent and processes to support long-term growth.
With leadership continuity and a clear global focus, Pocket FM appears to be turning the page to its next chapter, one that aims to take its storytelling playbook well beyond home turf.
