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  • SUB CATEGORY :
    BEST USE OF DIGITAL
  • COMPANY ENTERING :
    LEO BURNETT INDIA, MUMBAI
  • ENTRY TITLE :
    REUNITING MEMORIES FROM 1947
  • BRAND :
    OLX
  • ADVERTISER :
    OLX
  • AGENCY :
    LEO BURNETT, MUMBAI
  • CHIEF CREATIVE OFFICER :
    RAJDEEPAK DAS
  • CREATIVE DIRECTOR :
    GUNJAN PODDAR/SUDHIR DAS
  • COPYWRITER :
    NITIN MENON/HIMANISH ASHAR/ARZAN ANTIA/
    ASHISH SHARMA/SRIRAM IYER/RUSHAD PATEL
  • ART DIRECTOR :
    MARUTHI SIVAKUMAR/NIDHI HANDA/RAJ GIRDHAR
  • ACCOUNT DIRECTOR :
    RAVPREET GANESH
  • ACCOUNT MANAGER :
    YATIN GUPTA
  • ACCOUNT EXECUTIVE :
    RADHIKA KHANNA
  • AGENCY EDITOR :
    KRISHNA SHUKLA
  • FILM PRODUCTION COMPANY :
    RED ICE FILMS, MUMBAI
  • DIRECTOR :
    ROBBY GREWAL
  • D.O.P/CINEMATOGRAPHER :
    TAPAN BASU
  • MUSIC DIRECTOR :
    HANIF SHAIKH
  • EXECUTIVE PRODUCER :
    GARY GREWAL/VANDANA SINGH
  • FILM PRODUCER :
    KARAN SHARMA/BASABDATTA DAS GUPTA/VINAY IYER
  • THE BRIEF :
    OLX IS A LEADING ONLINE MARKETPLACE IN 28 COUNTRIES WITH A WIDE USER BASE ESPECIALLY IN INDIA AND PAKISTAN. 2 COUNTRIES THAT GOT SEPARATED IN 1947, FORCING 15 MILLION PEOPLE TO LEAVE THEIR HOMES AND BELONGINGS AND MIGRATE TO ANOTHER COUNTRY. DAASTAAN USED OLX’S PLATFORM TO REACH OUT TO A WIDE AUDIENCE AND GET THEM TO LIST ITEMS THAT BELONGED TO THE PRE-PARTITION ERA, WHILE ELICITING AN EXCITED RESPONSE FROM ITS ORIGINAL OWNERS. REUNITING MANY WITH THEIR LONG LOST MEMORIES WHILE ALSO GENERATING FAVORABLE USER ACTIVITY ON THE WEBSITE.
  • THE STRATEGY :
    WHEN INDIA AND PAKISTAN PARTITIONED IN 1947, 15 MILLION PEOPLE WERE FORCED TO LEAVE THEIR HOMES AND MIGRATE TO ANOTHER COUNTRY. WHILE THE NEWS BACK THEN FOCUSED ON THE WORLD’S LARGEST MIGRATION, WHAT IT MISSED WAS THE STORY OF THE BELONGINGS PEOPLE LEFT BEHIND. OLX, BEING A WEBSITE FOR USED GOODS, SAW AN OPPORTUNITY TO TAKE ADVANTAGE OF THEIR GLOBAL PLATFORM BY ENABLING PEOPLE FROM BOTH COUNTRIES TO LIST SUCH ITEMS THAT BELONGED TO THE PRE-PARTITION ERA ON THE WEBSITE.
  • THE EXECUTION :
    OLX.IN AND OLX.COM.PK MERGED THEIR PLATFORM FOR CROSS-LISTINGS. PEOPLE FROM BOTH COUNTRIES WERE THEN ASKED TO LIST ITEMS FROM THE PRE-PARTITION ERA ON THE WEBSITE USING THE PREFIX #DAASTAAN. THIS GAVE THE MIGRANTS FROM THE PARTITION A CHANCE TO TRACE AND TRADE BACK THEIR LOST BELONGINGS AFTER 68 YEARS.
  • THE RESULT :
    • OVER 1 MILLION LISTINGS ON OLX INDIA’S AND PAKISTAN’S PLATFORM. • OVER 1000’S REUNITED WITH THEIR BELONGINGS • USER ENGAGEMENT WENT UP BY 334.77% • 62,078,818 IN MEDIA IMPRESSIONS AMIDST ALL THE NUMBERS, OUR BIGGEST RESULT LIE IN THE INTANGIBLE JOY OF THOSE WHO GOT BACK THEIR PAST AND THE HOPES OF THOSE WHO ARE STILL WAITING.
  • URL :
    https://vimeo.com/172220685
  • URL :
    https://docs.google.com/presentation/d/13aJZy9fHibp5gcExaNwcf-aWf2W1NOQiZtsrJLkI56s/edit?usp=sharing