MUMBAI: ‘Kuch Keemat Bhi, Kuch Keemti Bhi’, the unique marketing campaign that provided OLX, India’s largest marketplace for used goods, with a significant brand recall; is now on air in its second leg after the resounding success of the first leg earlier this year. This time, Big FM, India’s No. 1 radio network and OLX have conceptualised something new for listeners – a segment on-air narrated exclusively by Ayushmann Khurrana.
Through Keemti Stories, the talented actor-singer and former RJ-VJ narrates stories reiterating the meaning ofKuch Keemat Bhi, Kuch Keemti Bhi. The stories focus on human relationships which bring out the messaging that -the gestures and the thought behind gifting your loved ones are more precious than the gifts themselves. Another distinctive aspect of the campaign is that, with the start of the festive season, each story will showcase stories that have an occasion-based theme.
The segment was created in a bid to showcase how OLX is not just about buying and selling for money, instead, the brand itself is a tool that can be used to bring happiness in the lives of one’s loved ones. OLX, more than an online medium to buy and sell goods, is an enabler in shaping beautiful relations.
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Speaking on the association, RBNL, COO, Ashwin Padmanabhan, stated, “It is a delight to work with OLX again. We had initially conceptualised a few radio marketing strategies for OLX and our association proved extremely fruitful for both parties. This time, we are creating a unique five week brand campaign on our FM network for which we have roped in Ayushmann Khurrana, a talent house himself. He will be narrating stories that describe the underlying meaning of OLX’s latest marketing campaign – Kuch Keemat Bhi, Kuch Keemti Bhi through story-telling. We have received a wonderful response for the first story that went on-air on August 8th and are looking forward to the overall listener response. We intend to create an emotional connect among people for OLX.”
Ayushmann Khurrana said, “It is a delight to be a part of such a wonderful campaign. Keemti Stories as a concept in itself is beautiful and the stories are very heart-warming. Moreover, working with 92.7 BIG FM again brings back a lot of memories, it takes me home. We have already recorded two stories and I am excited to work on the next one.”
Speaking on roping in Ayushmann Khurrana for the brand campaign, Padmanabhan added, “Ayushmann is extremely versatile. He is a brilliant actor and a singer but not many know that he has also been an RJ in the past with 92.7 BIG FM. His voice modulation techniques are wonderful and he can tell great stories. Moreover, our target audience for the campaign falls between the age group of 15 – 34 and Ayushmann is the ideal youth icon. Therefore, there could not have been a better brand fit for this campaign than him.”
The one hour segment goes on-air across six cities that include Delhi, Mumbai, Chandigarh, Kanpur, Bhopal and Allahabad. Ayushmann comes on-air during the segment to narrate stories that are intended to strike a chord with listeners.
The on-air time for each city is as follows:
CITY | TIME |
Delhi | 7 PM – 8PM |
Mumbai | 7 PM – 8PM |
Chandigarh | 7 PM – 8PM |
Kanpur | 6 PM – 7 PM |
Bhopal | 7 PM – 8PM |
Allahabad | 7 PM – 8PM |
