OLX India, one of India’s largest online marketplace for used goods has been employing storytelling in each piece of brand communication, be it for television or digital. Earlier this year, the online brand had rolled out two long-format films to establish its new brand philosophy, “Keemat Bhi, Kuch Keemti Bhi.” The idea was to instil a sense of respect for used possessions in both the buyers and sellers. Read Online Classifieds Site OLX Says #LetWhatYouLoveLive.
Now in another campaign for the same, OLX has released a beautiful film on friendship between an army guy and a shopkeeper. A video content just in time for Friendship Day this year.
The 1.5 minute film is set in the picturesque hills of Kashmir and highlights how a small act of kindness can trigger a lifetime of friendship.
Rajesh, the army guy is seated at Bashir’s shop when someone calls on Bashir’s mobile to convey Rajesh that he has been blessed with a baby girl. Overjoyed, Rajesh expresses his wish to see her, but then shares with Bashir that seeing his daughter may not be possible now.
An idea strikes Bashir. He quickly creates an ad to sell his old mobile phone through the Olx app. He finds a buyer and then gets a new upgraded mobile phone with the money. He makes a call to Rajesh’s family, introducing himself as a friend. Next he is seen running to the army post to meet Rajesh.
A surprised Rajesh is overjoyed at seeing what Bashir had to show him on his new mobile phone – a picture of his newborn daughter. The two hug while the voiceover says, “Keemat Bhi, Kuch Keemti Bhi.”
The film was shared following a few teaser visuals on the brand’s social media pages. The Olx Facebook and Twitter pages are also sharing visuals depicting #UnexpectedFriendships.
— OLX India (@OLX_India) July 23, 2015
— OLX India (@OLX_India) July 27, 2015
Timely. Touching. Relevant.
Weaving in the concept of friendship into its brand promise is a good example of timely consumer connect using digital storytelling. While the new phone was just a tool, it was the OLX app that enabled a smooth transaction and the beginning of a new friendship. Relevant message told through a beautiful story, “A phone. A picture. And a lifetime of friendship in Kashmir.”
Recently, OLX had rolled out ‘#LittleJoysOfLife’ – a story of selfless love inspired by O Henry’s “The Gift of the Magi”. In the new version of the classic love story, the lovers sell their prized possessions on OLX. Apparently, the brand has found its calling in balanced storytelling in this digital age. OLX is building its evolved philosophy “Keemat Bhi, Kuch Keemti Bhi” one beautiful story at a time.