MAM
OLX rolls out new TVC conceptualised by Saatchi & Saatchi
MUMBAI: The free online classified site OLX.in has launched a new TVC, created by Saatchi & Saatchi, to take its ‘Bech de’ campaign further. It is back on national TV with ‘Grandfather’ and ‘Baby Cot’ TVCs.
The idea of the campaign is ‘everything sells for a price’.
The first set of commercials was aired in June 2011 and the company claims that it worked well in driving traffic to the site as well in making OLX a household name in India.
Encouraged by the campaign’s response in India, OLX ran the same TV ads in Pakistan as well and the same creative idea was reproduced in Portugal.
Saatchi & Saatchi NCD Ramanuj Shastry said, “Not going for the so-called fresh situations to bring newness to a campaign and keeping the narrative within a family was a decision we didn’t have to think twice about. That aside, it was a tremendous feeling to have a seasoned actor like Ramesh Deo holding the fort in our latest script.”
OLX India country head Amarjit Batra added, “Our core value proposition of ‘Individuals using OLX to sell personal goods that they don’t need or use’ comes out beautifully from these new TV ads. The use of same cast in all the films implies the huge need among every Indian Family to solve their daily problems of buying, selling products and services locally. With OLX they simply have to tell their friends and relatives to ‘BechDe’.”
The new TVCs carry the distinct humour. So where the first one began from younger brother convincing the elder one to sell his old bike, and second one getting the two together to get their dad to sell off his desktop, the third one builds on this natural progression. Now the two brothers and the father get their grandfather to part with his cherished old car.
Brands
Emami names Dhruv Aggarwal as chief growth officer
Former Bain partner steps in as FMCG firm sharpens growth playbook
MUMBAI: Emami Limited has appointed Dhruv Aggarwal as its chief growth officer, effective 25 March 2026, following the resignation of Giriraj Bagri.
Aggarwal joins the FMCG major from Bain & Company, where he most recently served as partner. With over two decades of experience across consulting and strategy, he brings a global perspective shaped by work across India, the US, the UK and Germany.
During his tenure at Bain, Aggarwal advised consumer, retail and media companies on large-scale transformations, business turnarounds and growth strategies. He was also closely involved with India’s startup ecosystem, guiding early-stage ventures on scaling and digital expansion, while supporting private equity and venture capital firms on investment decisions.
His earlier stints include a brief role at Barclays Capital and operational experience at Jindal Power, giving him a mix of financial and industry exposure.
Academically, Aggarwal holds an MBA from Indian Institute of Management Bangalore and has also been associated with University of Illinois Urbana-Champaign as a PhD candidate and teaching assistant.
The appointment comes at a time when Emami Limited is looking to sharpen its growth strategy in a competitive consumer market. With a seasoned strategist now at the helm of growth, the company appears set to double down on transformation and expansion in the months ahead.
