MAM
OLX’s humorous take on one-upmanship through its new TVC
NEW DELHI: OLX, the free online classifieds site, has released a new television commercial featuring a couple who decide to sell their car as it has become “smaller” compared to their neighbour‘s new car.
The TVC is in the form of a mission by the couple in night hours when they first measure their neighbour‘s car and then their own. At this, the wife says “Bech De” and the couple is immediately on OLX.in talking to a prospective buyer who picks it up the same night.
Revolving around the theme of one-upmanship; this concept is based on the insight that sometimes progress in life is measured in relation to how others are faring in their respective lives. The wives are always conscious of this ‘status war‘. Rather than being a passive bystander, they will be equal partners in partaking in the ‘one-upmanship‘ battle.
The underlying message that comes out through this communications is that OLX.in is the best place to sell off your pre-loved goods. The ad has been created by ITSA Brand Innovations.
OLX India Country Head Amarjit Singh Batra says, “We have always tried to find insights into the consumer‘s life and given them reasons to sell their pre-owned stuff on OLX.in. What appeals most about this one – is a sharp, real life insight. The neighbor‘s new car never fails to cause envy and definitely, a mental measure vis-?-vis your own. The story beautifully brings this insight to life through a literal exaggeration. Cars are an important category for buyers and sellers on OLX.in and we wanted to create a “Bech De” thematic for this category in specific.”
The intrinsic good humour that is typical of OLX ads continues through this ad as well. Previous campaigns from OLX 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 for selling their personal products which have been bought but not used much.
The commercial is produced by Little Lamb Films and directed by Bauddhyan Mukherjee. The TVC has gone on air this week and will be promoted nationally.
Brands
Magnum Ice Cream Netherlands takes control of Kwality Wall’s India from Unilever
61.9 per cent stake transfer reshapes ownership as Unilever exits promoter role
MUMBAI: Kwality Wall’s (India) Limited has entered a new chapter, with The Magnum Ice Cream Company HoldCo 1 Netherlands B.V. acquiring a controlling 61.9 per cent stake from a clutch of Unilever PLC-led entities, marking a significant shift in ownership.
The transaction, completed on March 30, 2026, follows a share purchase agreement signed in June 2025. The incoming promoter picked up over 145 crore equity shares, effectively taking control of the company and being formally classified as its new promoter under regulatory norms.
As part of the deal, the outgoing promoter group, including Unilever Group Limited and its affiliated entities, has fully exited its shareholding in the company. They have now been reclassified from promoter to public shareholders, closing a long-standing association with the ice cream business in India.
The board of Kwality Wall’s (India) Limited took note of the ownership change and approved a series of leadership updates alongside it. Ritesh Tiwari stepped down as director, while Abhijit Bhattacharya was appointed as chairperson and additional non-executive director. Tahir Toloy Tanridagli also joined the board as an additional non-executive director.
The reshuffle signals a broader strategic reset as the Magnum-led entity looks to steer the brand’s next phase of growth in India. The transition has been carried out in line with regulatory requirements, including disclosures tied to the open offer and reclassification norms under market regulations.
With Unilever stepping back and Magnum stepping in, Kwality Wall’s India is effectively getting a fresh scoop of leadership and direction. The coming months will reveal how the new promoter plans to scale the brand in one of the world’s most competitive ice cream markets.
