OLX launches brand campaign for new app 'It's That Simple'

India's number one classifieds OLX has announced the launch of a new brand campaign today following the recent launch of the new OLX App.

Two new television ads have been released that throw light on the new product changes introduced by the brand.

The new OLX app is intended to increase the penetration of online classifieds across regions, age-groups, and underpenetrated-categories.

OLX has pioneered consumer-to-consumer (C2C) classifieds in India, and is the largest marketplace today for unused goods, cars, bikes, and mobile phones with 80 percent market share of the C2C trade in the country.

The new OLX campaign sees an evolution of the OLX style of marketing, which has previously released popular and award-winning campaigns such as 'Badi Badi Batein', 'Womaniya, 'Keemat Bhi Kuch Keemti Bhi, and 'No More Dekhte Hain'.

Both the ads are a visual representation of how a typical transaction would happen on OLX. The campaign is likely to appeal to the sensibilities of new-to-net users, women, and tech-savvy users all at the same time.

It will be run on television, radio, outdoors, and digital and social media. Both the ads are being released in seven languages - Tamil, Telugu, Malayalam, Bengali, Marathi, Kannada and Hinglish.

The four core pillars of the new app includes mandatory registration of all users, chat first with restrictions on calling builds trust as OLX does not make anyone's phone number public and hyper-local experience by only showing listings in one's vicinity.

"The new marketing campaign is reflection of our commitment to make classifieds friction-free, fruitful, and more enjoyable. As a pioneer brand we think consumer-first, and we will continue make product and communication changes to cater to the changing consumer needs," said CEO OLX India, Amarjit Singh Batra.

The app is expected to bring about a new wave of growth for the brand as it will facilitate the growth for under-penetrated categories.

"Our task was to bring out the features of the new OLX App in a contemporary

and aspirational manner, and drive greater brand connect with the youth. Whether it is finding cool items near you or chatting with registered users on the platform, the films captures the simplicity, seamlessness, and the joy of transacting on the new App. In line with the new product, this new world of OLX is cooler, younger and trendier," said Regional President North and East Lowe Lintas, Joy Mohanty.