OLX: Repositioning Junk

Online classifieds service Olx launched a creative TV campaign to attract buyers and spur growth in India.

Campaign details

Brand: OLXBrand owner: OLXEntrant company: McCann - IndiaIdea creation: McCann GurugramMarket: AsiaSector: RetailBudget: Up to 500k

Executive summary

Olx is like Craigslist – an online classifieds service connecting buyers and sellers, where people can buy and sell things ranging from automobiles to smartphones to TVs and furniture.

For years it had focused on sellers alone, thinking that, if it could get enough people to sell their used items online, in a price-sensitive market like India, there would be no shortage of people seeking a...

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