#TimelessStories - A timeless campaign with temporary results?

At some point, you have to realize that some people can only stay in your heart but not your life, which is why memories are considered timeless. OLX's #Daastan thrives to bring back lost memories with their life-affirming initiative to reunite people by leading incomplete stories to a fitting end.

The films end with a voiceover that rightly says, “Yaadon ki koi sarhad nahi hoti.” #TimelessStories have been focusing on the Indian independence era when partition took place. Both the films show how it took sixty-eight years to find a happy, satisfying ending. OLX India and Pakistan have been encouraging their followers on Twitter to share similar timeless stories.

The stories of people leaving their belongings behind in 1947 are too many. Share those #TimelessStories here http://t.co/MzqHJIda94

— OLX India (@OLX_India) September 6, 2015

If you too have a similar story like Fahima Yameen, share them with us using #TimelessStories here! http://t.co/S3DttnyXO8 — OLX Pakistan (@OLX_Pakistan) September 5, 2015

Conceptualized by Leo Burnett, the campaign aims at helping search for belongings that users may have lost when they were forced to move, by sharing their stories and pictures with #TimelessStories.

#Daastan has successfully won over many hearts from their viewers on social media by showing how memories have no borders and are treasured for life.

Olx also hosted a contest on Twitter, asking 10 questions that the participants have to answer with  #TimelessStories. OLX primarily being an online classifieds website tried inculcating a sense of respect and acceptability for used goods using the power of social media and ingenious concept.

Temporary results 

Olx created a beautiful fit of its services in the daily lives of citizens. #TimelessStories too managed to create quite a stir on social media, nonetheless suffered a temporary death due to a short shelf life of hashtags.

Well done, @OLX_India... This brought tears to my eyes. https://t.co/dBA2wVYGBj #TimelessStories

— The Potpourri Girl (@TaariniNB) September 9, 2015

@olx_india luving The Contest ;) waiting for last question :) #TimelessStories

— MAYANK THAKUR™♛ (@MayankThakur_) August 21, 2015

@OLX_India #TimelessStories Come and play the contest. #Daastan videos that will touch your heart..!

— Ruchi Agarwal (@RuchiAgarwal9) August 21, 2015

While both the videos were greeted with a positive sentiment on Facebook, Twitter lagged behind.

According to data by Topsy, #TimelessStories received approximately 3,000 tweets in the last 20 days - a decent number which could have been much higher with a slight push. Also, a topic on the likes of India - Pakistan friendship holds fiery potential, yet seems to be underutilized.