New Delhi : OLX Cash My Car (CMC), India’s fastest growing offline pre-owned car selling business has launched its new national ad campaign that went LIVE on TV, radio, cinema theatres and YouTube and in four languages – Hindi, Kannada, Tamil, Telugu. This campaign is launched on the heels of successful launch and growth of the business witnessed in the past one year. OLX CMC leverages the market leadership that OLX commands in the pre-owned cars vertical and delivers on the promise of convenient and instant car selling. The campaign has been conceptualised after a comprehensive research that the brand conducted which showed that modern women in India are more confident and outgoing, which also reflects in the ad.
“OLX is the market leader in the pre-owned cars segment and with the launch of OLX Cash My Car (CMC), we are determined to strengthen our position in the cars vertical. The proposition is meant for convenience seeking consumers who are ready to sell their car instantly, said Sapna Arora, CMO, OLX India. “The campaign is extremely contextual to today’s users, who are young, independent and tech-savvy. The couple in the film is shown to be jointly in charge of selling their car, and the woman is as much a decision maker, in fact a decision taker, as much as her spouse. The ad mirrors the evolving urban philosophy of partnership between couples in today’s society,” she added.
The marketing campaign is conceptualized by the creative agency- Enormous Brands, and features a young couple who are bantering on the best way to sell their car. While the husband brings out the effectiveness of the OLX platform by showing his wife the offers he is receiving for their car, the wife confirms the instant convenience of cash that OLX Cash My Car outlets offer.
Mukund Raina, Branch Head – Delhi, Enormous Brands, said, “With this communication campaign, the endeavor was to drive attention to the ease with which a consumer can sell or buy his car through OLX and establish that OLX Cash My Car is the go-to place for instant transaction. The fact that OLX enjoys the authority as an undisputed leader in the category and the insight into the growing attention of women sellers at the CMC stores has inspired us for this campaign.”
OLX Cash My Car is an end-to-end free service for users and is defined by speed, convenience and trust. OLX CMC assists the seller with the process of vehicle inspection, documentation and addressing any queries the seller may have. Based on the inspection, the car is auctioned online to OLX Cash My Car empanelled channel partners across cities and the best price offered to the car owner which is immediately paid to the seller once the seller accepts the offer.
OLX is the C2C market leader in buying and selling of pre-owned cars with an 80% market share. It has a reach across 4000+ cities in India, gets 10 million monthly users and over 20,000 cars listings on the platform daily. This large inventory of pre-owned cars and the user demand on the platform, allows sellers to sell their cars from the comfort of their homes. Leveraging this market leadership of OLX in the pre-owned auto segment, the marketing campaign positions OLX Cash My Car as an alternate offline solution for users to sell their car for an immediate payment.
Agency Name: Enormous Brands
Creative Team: Ashish Khazanchi, Khurram Haque, Prateek Suri, Yudhajit Mukherjee, Devika Khosla
Client Servicing Team: Mukund Raina, Shivi Verma, Piyali Paul
Director: Sandeep Yadav
Production House: Little Lion Films