Ad Campaigns
There is tremendous liquidity on our platform, says OLX’s Amarjit Singh Batra
MUMBAI: The reasons to buy used goods are countless – some practical, some unimaginable, some quirky, and many deeply entrenched in our daily lives. These buyers are flocking to OLX, persistently looking for products, and waiting for sellers to upload ads for them. This and more is revealed by the two latest ads released by OLX.
Borrowing humorous snippets from everyday life scenarios, the two new OLX ads, #SushilBachcha and #PatiParmeshwarNOT give persuasive yet intriguing reasons to people for selling more actively, highlighting that there are a plethora of buyers out there for everything. The TVCs end with a closing line that says, “Aise bahot se log intezar kar rahe hain aapki cheezon ka…Ab toh OLX pe Bech De.”
Said OLX India CEO Amarjit Singh Batra, “OLX has seen a substantial surge in online buying and selling of used goods between individuals. Our users have been excited about being able to sell their items in a day, sometimes even minutes. This has proved to us that there is tremendous liquidity on our platform with buyers for all kinds of regular as well as unique items browsing OLX. But on the other hand we also found through our research on the used goods market – Consumer Research on Used Goods and Selling Trends (CRUST) – that Indians have a habit of stocking goods they are not using. We combined these two insights to come up with this campaign, and reinstate that it’s preferable to sell an item than to stock it because there is always a buyer for your item on OLX. To communicate our message, we chose scenarios that are a part of every family, and hence easily relatable.”
The new ads depict buyers urging sellers to post their items on OLX, emphasising their own urgent need for specific used products. The campaign comes on the back of the highly successful and appreciated OLX TVCs that had comedian Kapil Sharma play products talking to their owners, pushing them to sell what is not of use to them.
“OLX has built the market for consumer-to-consumer (C2C) classifieds in India, and it continues to expand the market for it every day by bringing people together for win-win exchanges. We are among the top 10 apps on Google Play Store India, and the only classifieds player to be among the top 10 searched terms in India for 2013 and 2014 consecutively according to Google Zeitgeist. We have emerged as the undisputed market leaders in India possessing 80 per cent market share of the C2C classifieds trade in the country,” added Batra.
Conceived by Lowe Lintas, the campaign depicts light-hearted scenarios of potential buyers urging the audience to sell their unwanted and unused goods.
Lowe Lintas group creative director Shayondeep Pal said, “People have been selling on OLX. But what about people who are buying? They have specific needs and they are looking desperately. Those are the people we portrayed in the campaign. The sense of urgency adds to the humour. The idea was to make it as real as possible and visually approach it with an observant camera. Overall, make it look as if we are peeping into their lives, their stories.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
