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Leo Burnett conceptualises ‘OLX Daastaan’
MUMBAI: Leo Burnett has conceptualised and executed an initiative for OLX that seeks to reunite people with their ‘memories and things’ from the time of India–Pakistan partition.
Called OLX #Daastaan, the initiative attempts to help search for belongings using stories, pictures and the hashtag #TimelessStories.
Through the initiative, OLX and Leo Burnett are inviting people to share stories and memories of belongings that were left behind during the partition.
Leo Burnett India chief creative officer RajDeepak Das said, “When an object becomes an integral part of our lives, it ceases to be just an object. It then becomes a moment that captures a time in our lives or even people we might associate it with. And in case we part with it, it becomes a repertoire of beautiful memories.”
As part of the initiative, the brand is launching documentaries in the digital world that captures the emotions of people who were reunited with their memories and things they lost 68 years back, at the time of partition.
After a documentary on Ram Prakash Khullar reuniting with his father’s camera, the latest entry into this campaign is another documentary that tells the story of Krishnaji, an LP record enthusiast, who has been looking for a record her mother used to play for her as a kid.
The film unfolds her journey of being re-united with it after several years of her settling down in India, thus driving home the refrain that ‘memories have no boundaries.