Olx Shuns 'Dekhte Hai' Attitude; Ad Crosses 2 Million YouTube Views

OLX's new ad, which is a sneak peek into the hoarder's brain, takes on the 'dekhte hain' mentality while encouraging people to sell on its platform

Yes, Indians like to hoard. But, online classifieds OLX does not want to say so bluntly. After all, old habits die hard and brands can't afford to offend their customers. To overcome this psychological barrier and to encourage people to 'sell off' on its platform, OLX has taken the musical route this time with a video titled 'No More Dekhte Hain'.

The video is a sneak peek into a hoarder's brain, which prevents people from selling off stuff they no longer use, however old or outdated. Using the examples of an old TV set, a two-wheeler for a family of four, an almost 'archaic' camera phone and car, and a sofa that seats the entire family, OLX has depicted the Indian obsession with all that is 'puraana' and 'tikaau' (old and reliable). The amusing and relatable lyrics end with a rhyming call to action, "Ab no more dekhte hain; OLX pe bechte hain".

Composed by Indian film musician, singer and lyricist Amit Trivedi, the 2 minutes 30 seconds-long video was published on YouTube on February 24, and has since then gone viral with over two million views so far.

With this ad, OLX taps into the colloquial insight of 'Dekhte hain', much like online marketplace Amazon, which has time and again, used snippets from local parlance such as 'Aur dikhaao', and more recently, 'Kya pehnu' in its ads. The classic 'OLX Pe Bech De' is also an example of the same.