Enables simpler and faster UI and safety in-app features ~ ~ Rebrands globally to woo millennials with a new tagline- SET HAI
by Suman Gupta
Mumbai, March, 2019: OLX has unveiled a major upgrade to its app and web experience in India along with a new, innovative brand identity, as part of a global brand reform. As India’s largest classifieds player, OLX has introduced many new features that are driven towards improving user safety and AI and ML integration for enhanced user experience.
Overall, the brand transformation aims to appeal the global millennials as it brings a refreshed approach to upgrading the lives of its users by making smart choices. The tagline – SET HAI is a connotation of a feeling of contentment that a user experiences after making a smart choice at varying life situations.
OLX has been a market leader in online classifieds since 2006, helping customers around the world to buy, sell or exchange almost anything. Today OLX serves hundreds of millions of customers globally. The new brand identity will also be accompanied by an advertising campaign across television, print and digital media in 7 regional languages which is already LIVE. The campaign features OLX’s new philosophy: every stage is momentary – just a milestone in the journey called life – and at each stage, people need to make choices. The 6 ad films in the campaign feature young protagonists using the new OLX app to smartly adapt to changing life situations.
The new brand unveiled today is designed to reflect a new phase of the company where it will provide users with more services and opportunities to make the best choices for their business, lifestyle and family. The new logo better represents this notion by playing on the idea of choice – circling great finds on OLX (the O), and crossing (the x) out the duds elsewhere. It features a visual identity and tone of voice that is more optimistic, ambitious, lively and provocative – the first time the brand has been updated in eleven years.
Commenting on this important announcement, Sushil Kumar, General Manager, OLX India said, “We have defined a proposition, a visual language, personality and tone of voice that will appeal to the modern millennials globally. Smart Choice and SET HAI is a proposition that enables users to benefit while also benefiting the entire community.”
He further adds, “ ‘Set Hai’ symbolizes the feeling we get when we know that we have taken a smart decision in the face of any situation. This expression perfectly signifies OLX’s belief that it can, and does, help users face life and the demands it makes of them at different stages, with confidence. Whether you’re preparing for new journeys, prepping office as the business expands, or rearranging your whole house to welcome a baby – it’s all as simple as the tagline itself. We strive to make things easy so that the world can make the smart choice – in terms of time, money and resources.”
Backed by improved AI and ML capabilities, users will now experience more customized and personalized newsfeeds. The users will now be able to see posts from different locations and not just posts near them. More filters are introduced while posting so that the content on the website is more credible. The new platform now better enables users to report offensive & spam content. In addition there are real time security tips for buyers & sellers in the chat experience. With the new voice messaging feature, users can quickly speak to prospective buyers/sellers without leaving the platform or sharing their phone numbers thereby ensuring better privacy of their personal details. All these improvements signify increased concentration of efforts towards trust and safety of the users coming on the platform.
[Screenshots of Web, iOS, Android apps and key features, New Logo and other brand assets]
Key new features include:
- General product benefits
o Completely new and updated look and feel, including a new OLX brand
o Extensive performance optimization to keep things fast and light in use
o Notification bar
o Recommended ads
- Find great deals in your neighbourhood
o Advanced filtering for Cars & Real Estate listings
o An optimized Search experience
o Flexible Locations model to allow customers to search across cities
o Category first approach to make it easier for users to skip to the preferred category directly
- Posting ads for sale
o Intuitive user experience to make selling easier than ever- Added filters for people who are posting to improve content quality
- Make deals with people in your neighbourhood
o Follow your favourite sellers on OLX and keep a close eye on attractive deals in your neighbourhood
o Inbuilt Voice chat feature enables users to have conversations without having to share personal phone numbers
- Safety Measures
o Pop up safety and security tips
o AI and ML enabled safety tips in real time chat experience
o Increased options to report a user that has questionable content or behaviour in the app
