CarWale unveils first-ever campaign

The campaign, conceptualised by Ogilvy Bangalore, aims to position the portal as an expert with all the information a user seeks when buying a car

BestMediaInfo Bureau | Mumbai | September 25, 2014

Click on the image to watch the TVC.

CarWale has launched its first mass media campaign, spearheaded by a TVC, to highlight the brand message that 'when buying a car, don't ask the whole world; instead ask the experts at CarWale'. The campaign has been conceptualised by Ogilvy Bangalore which makes this point with a tinge of humour.

The agency's strategy was to inextricably link CarWale to the car-buying process. This came to fore through consumer research that showed that there is low awareness for the portal, and CarWale is still not the first point for consumers to gather information during their car buying process.

Steven Hough, Executive Creative Director, Ogilvy Bangalore, said, “It is a common insight that car buyers, especially in India, take everybody's opinion before deciding on a car. We decided to capitalise on this and highlight the dilemma of the Indian car buyer, in a series of amusing vignettes.”

The TVC shows how a car buyer has so many questions in his head before he makes the final purchase. He keeps asking people around him for suggestions, but nobody is able to help him with the right information or guide him. It ends with the voiceover saying: 'If you want to buy a car, then don't ask the world, ask the experts - CarWale.com'.

Mohit Dubey, Co-founder and CEO, CarWale, said, “We are extremely excited about our first foray into building brand CarWale with mass media advertising. We have timed this campaign keeping in mind buyer sentiment at this time of the year, when pre-Diwali car research is at its peak, and the response we have received from both buyers and the industry is humbling.”

CarWale is owned by Automotive Exchange and is part of the Axel Springer Group (owners of Auto Bild, Europe's largest selling automotive magazine). The portal was recognised by IAMAI as the Best Auto Website in India, twice in a row, in 2011 and 2012.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: CarWale

Agency: Ogilvy Bangalore

Executive Creative Director: Steven Hough

Senior Creative Directors: Sairam Vijayan, Anoop Sathyanand

Associate Creative Director: Antony Sunil

Senior Vice-President: Kiran Ramamurthy

Account Supervisor: Udhav Kapila

Production House: BWP Totem

Info@BestMediaInfo.com

Info@BestMediaInfo.com