India’s leading pre-owned automobile marketplace, OLX Autos has announced a partnership with the broadcasters of the Indian Premier League (IPL), Star Sports. OLX Autos will leverage the fall of wickets and DRS (Decision Review System) features in IPL 2022 across 74 matches to showcase the brand contextually.
As the used-car industry is still dominated by traditional offline dealers, price discovery and transparency happens to be the major points for used-car sellers. Through this collaboration, OLX Autos hopes to strengthen its price positioning as a dependable and trustworthy platform for selling a car.
The brand campaign will be based on the “Out & In” concept, in which OLX Autos will drive its core brand positioning that only OLX Autos always provides the best price for a used car upon the fall of wickets or upon review from the DRS.
To bolster this offering, OLX Autos intends to use a multi-channel approach that includes digital, radio, OTT, and television, with deployment plans designed to deliver maximum reach and impact among potential used-car sellers across the country.
Amit Kumar, the CEO of OLX Autos India, said, “Cricket is still a religion in India, and IPL continues to be an apt platform on the TV from the perspective of viewership, reach and affinity among car owners.
“Considering the increase in the number of teams to 10, and matches going up to 74 the latest edition of IPL will become even more interesting and help us build reach and drive brand recall for OLX AUTOS. We believe that the integration with the “Out & In” concept that plays with the colloquial cricketing lingo, will resonate with customers across India.”