OLX Reunites Memories Between India and Pakistan
Leo Burnett India creates first online marketplace campaign connecting two countries in conflict where trading is banned
In August 1947, a new partition that separated Pakistan from India triggered one of the biggest migrations in human history. Millions of people were forced to leave their lives and treasured possessions behind to move to different sides of the border.
Sixty-eight years later, Leo Burnett India launched the initiative #Daastaan for OLX, an online classifieds marketplace for used goods, on the eve of India's and Pakistan’s Independence Day to honor the event and reunite memories between the two. As the industry leader in both countries, this is the first time an online marketplace is connecting two countries in conflict where trading is banned.
Both Indian and Pakistani citizens have started uploading pre-partition objects on the OLX website to exchange by tagging #Daastaan.
In addition, a series of documentary films will be released that capture the stories of families affected by the partition. The first of the series featuring the Khullar family can be viewed above.
For more information, visit OLX’s Facebook page.